Customer Relationship Management  (English, Paperback, Rai Alok Kumar)

This thoroughly revised and enlarged edition brings to light the latest developments taking place in the area of Customer Relationship Management (CRM), and focuses on current CRM practices of various service industries.

This edition is organised into five parts containing 19 chapters. Part I focuses on making the readers aware of the conceptual and literary developments, and also on the strategic implementation of the concepts. Part II discusses the research aspects of CRM. Part III deals with the applications of information technologies in CRM. Part IV provides the various newer and emerging concepts in CRM. Finally, Part V analyses the CRM applications in various sectors, industries and companies.

Primarily intended as a textbook for the students of Management, the book would prove to be an invaluable asset for professionals in service industries.

New to This Edition

• Includes five new chapters, namely Research Techniques and Methods in Customer Relationship Management; Customer Satisfaction; Customer Loyalty; Service Quality; and Service Recovery Management, along with several additions of new text and revisions of the existing text.
• Provides latest advancements in CRM to keep the students abreast of these developments.
• Gives as many as 16 Case Studies with critical analysis of different industries to help the readers understand the subject.
• Covers a number of illustrations to elucidate the concepts discussed.
• Gives Project Assignment in each chapter.

About the Author
ALOK KUMAR RAI MBA, PhD, is Associate Professor in Faculty of Management Studies, Banaras Hindu University, Varanasi. His areas of interest include Marketing and Customer Relationship Management. Besides this book, he has authored four other books. He has developed curriculum of Customer Relationship Management for several management institutions in the country. The literatures developed by him on different dimensions of CRM as Customer Satisfaction, Customer Loyalty, Service Quality and Employee Relationship Management are widely cited in Management Researches. He has wide experience of Teaching, Training, Research and Consultancy.

Dr. Rai has published over 40 research papers and articles in leading national and international journals, and has made presentations in several national and international seminars and conferences. An active speaker, Dr. Rai has delivered over 50 invited lectures in different parts of the country. He has completed Research Projects funded by UGC and AICTE along with research, training and consultancy assignments for government and corporates. He has been providing training to many of the corporates and has been delivering guest lectures to many institutes.

Dr. Rai has also organised National and International Conferences, Quality Improvement Programmes, Executive/Faculty/Management Development Pro-grammes, Workshops, Seminars and Conferences funded by different government agencies and corporates.

Table of Contents
Preface
Part I:Fundamentals of Customer Relationship Management
1. Relationship in Business: A Management Tool.
2. Customer Relationship Management: A Conceptual Foundation.
3. Customer Relationship Management: A Literary Perspective.
4. Customer Relationship Management Model: Comprehension and Implementation Model.
Part II:Research Dimensions of Customer Relationship Management
5. Research Techniques and Methods in Customer Relationship Management.
6. Customer Satisfaction.
7. Customer Loyalty.
8. Service Quality.
Part III: Information Technology Dynamics in Customer Relationship Management
9. Technological Developments in CRM.
10. Information Technology Implementation in CRM.
11. Customer Relationship Management through Information Technology Tools.
Part IV: Emerging Dimensions and Dynamics in Customer Relationship Management
12. Customer Retention and Experience Management.
13. Service Recovery Management.
14. People Factor in Customer Relationship Management.
15. Customer Relationship Management: Emerging Concepts and Perspectives.
Part V: Application Dynamics of Customer Relationship Management in Different Sectors and Industries
16. Customer Service in Service Sector.
17. Customer Relationship Management Practices in Rural Markets.
18. Customer Relationship Management Practices in Indian Service Business.
19. Customer Relationship Management: Practices and Application in Select Service Companies.
Index