The Customer Relationship Management as an Element of the Acceleration of Society Evolution: The Case of the Emergence of Hypermodernity in Madagascar

The Customer Relationship Management as an Element of the Acceleration of Society Evolution: The Case of the Emergence of Hypermodernity in Madagascar

Lova Mirella Rakotomalala Ramandimbiarison (INSCAE, Madagascar)
DOI: 10.4018/978-1-4666-4979-8.ch031
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Abstract

Globalization and the rapid advance of information technology and communication have led to the emergence of new trends like postmodernity and hypermodernity. Madagascar, a future emerging economy, chosen as the research field, has not been immune to these phenomena. It is integrated into the global cultural system, although it is known for its specific traditional culture. Therefore, this work has demonstrated how the chosen tool of relationship marketing, which is Customer Relationship Management (CRM), can be an element of accelerated societal change and how CRM can cause changes in the Malagasy culture. The research presented in this chapter examines the four major roles of CRM as used in Madagascar to determine whether it is suitable for Malagasy consumers. This study may help service marketers of international companies in using new marketing tools as innovative means in emerging economies and increase their customer loyalty.
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Background

About Madagascar

Although all quantitative criteria popularized by international development agencies, rank Madagascar as one of the poorest countries in the world, with its per capita income at just over $ 400 (La Banque Mondiale, 2010), it may be classed as one of a future emerging countries in Africa, with its IDE flows rising by more than 10% of PIB since 2007, when previously, they were just over 2% (INSTAT, 2013). This increase is due mainly to the natural resource sector (nickel, cobalt, oil), telecommunication and car sales (Villain, 2010). Despite political instability, Madagascar’s economy has made a respectable growth of 1.6% in 2011 (INSTAT, 2013) and projection for 2012 and 2013 are around 2.4% and 4.5% respectively. This demonstrates a renewed vitality. Moreover, this country has features on its diverse origins. Following colonization, new forms of consumption goods from the metropolis were imposed on the Malagasy population. New requirements were then created to bring Madagascar to consume products previously unavailable in the country. A society based on consumption economy started building gradually to a growing Madagascar, and this is demonstrated by the current state of development of Madagascar in the context of Information Technology and Communication (ITC).

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