What is the effect of customer relationship management on customer loyalty in the Belgian retail environment?

This research shows how CRM serves as a successful strategy in the development of customer loyalty. For the scope of this research, the focus was put on the Belgian fashion retail environment. The framework by De Wulf et al. (2001) serves as the basis for this research by investigating the four traditional CRM tactics existing of direct mail, preferential treatment, interpersonal communication, and tangible rewards. However, the rise of innovative technologies cannot be ignored. Therefore the model is extended with social CRM tactics, including customer’s perceived interactivity, customer’s pe... Mehr ...