The Value of Customer Relationship Management in the Service Industry in Egypt

The Value of Customer Relationship Management in the Service Industry in Egypt by Rasha Negm MS, University of Wales, 2013 BS, University of Alexandria, 2000 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University December 2016 Abstract Researchers have demonstrated that customer centricity strategies, including customer relationship management (CRM), contribute to 33% of the formula for organizational success. Relationship management theory was used to frame this single case study focused on the factors contributing to successful CRM strategies used by business leaders in a multinational organization in the service industry in Egypt. This company wasResearchers have demonstrated that customer centricity strategies, including customer relationship management (CRM), contribute to 33% of the formula for organizational success. Relationship management theory was used to frame this single case study focused on the factors contributing to successful CRM strategies used by business leaders in a multinational organization in the service industry in Egypt. This company was chosen for its successful implementation of CRM strategies, as shown by online reviews, the company website, and market reputation on its effective campaing results. The population consisted of managers working in the marketing department for more than 5 years. Data collection included semistructured interviews, review of company documents, and onsite observation. Transcribed interviews, company documents, and observational notes were coded for emergent themes. Member checking was used to increase the credibility of the findings. Findings suggested 7 themes that contributed to effective the CRM strategies of this single operation: improving the customer experience, customer segmentation and targeting, improving customer satisfaction and loyalty, organization, market differentiation, sophisticated technical capability, and increasing revenue and profitability. The results from this study may influence social change by helping to create a positive work culture for the employees in this company. Research has shown that customer empowering behaviours positively affect employee creativity, satisfaction, and trust, creating a positive work environment. In addition, these positive changes to the work enviornment may in turn strengthen this organization’s sustainability and ability to engage directly in community outreach. The value of Customer Relationship Management in the Service Industry in Egypt by RashaNegm MS, University of Wales, 2013 BS, University of Alexandria, 2000 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University December 2016 Dedication To my mother and father, my backbone and ultimate support in life, my hope is that this achievement will make you proud. I also dedicate this doctoral study to my sisters and lovely nieces and nephews, hoping that I can be a source of inspiration to their future. Ihab, the big brother I did not have, you have been a true ally throughout this tough journey. Thank you my lovely family and God bless you. Acknowledgments I would like to thank God for the strength and ability to complete this doctoral study. I thank all the friends and family who helped me throughout this process. I want to truly thank my incredible committee chairman, Dr. Kelly Chermack, I could not have completed this study without her guidance and support. I deeply thank my second committee member Dr. Alexandre Lazo, the reason I continued in this program with his encouragement and motivation. I wish to thank my University Research Reviewer (URR), Dr. Peter Anthony; his work and inputs are phenomenal and inspirational to me. I would like to extend my acknowledgment to Dr. Freda Turner, Director of the Doctor of Business Administration (DBA) program, for her leadership. At last, thank you is not strong enough to describe the appreciation I have for my colleagues from 9000 class. I am lucky to be amongst such a wonderful and supportive group.