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The Role of Brand Loyalty on CRM Performance: An Innovative Framework for Smart Manufacturing

The Role of Brand Loyalty on CRM Performance: An Innovative Framework for Smart Manufacturing

Kijpokin Kasemsap
Copyright: © 2015 |Pages: 34
ISBN13: 9781466673571|ISBN10: 1466673575|EISBN13: 9781466673588
DOI: 10.4018/978-1-4666-7357-1.ch019
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MLA

Kasemsap, Kijpokin. "The Role of Brand Loyalty on CRM Performance: An Innovative Framework for Smart Manufacturing." Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2015, pp. 413-446. https://doi.org/10.4018/978-1-4666-7357-1.ch019

APA

Kasemsap, K. (2015). The Role of Brand Loyalty on CRM Performance: An Innovative Framework for Smart Manufacturing. In I. Management Association (Ed.), Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications (pp. 413-446). IGI Global. https://doi.org/10.4018/978-1-4666-7357-1.ch019

Chicago

Kasemsap, Kijpokin. "The Role of Brand Loyalty on CRM Performance: An Innovative Framework for Smart Manufacturing." In Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 413-446. Hershey, PA: IGI Global, 2015. https://doi.org/10.4018/978-1-4666-7357-1.ch019

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Abstract

This chapter introduces the framework and causal model of customer value, customer satisfaction, brand loyalty, and customer relationship management performance in terms of the innovative manufacturing and marketing solutions. It argues that dimensions of customer value, customer satisfaction, and brand loyalty have mediated positive effect on customer relationship management performance. Furthermore, brand loyalty positively mediates the relationships between customer value and customer relationship management performance and between customer satisfaction and customer relationship management performance. Customer value is positively correlated with customer satisfaction. Understanding the theoretical learning is beneficial for organizations aiming to increase customer relationship management performance and achieve business goals.

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