TO ANALYZE THE IMPACT OF CRM ON CUSTOMER RETENTION - CASE OF LOCAL PIZZA CHAINS IN KARACHI

Abstract

Purpose: The study has performed with an objective to determine the influence of CRM on customer retention of local pizza chains operating in Karachi city. Research Methodology: This research study is explanatory in nature employing primary quantitative data. The targeted population of current research study is employees at managerial positions of different local pizza chains which include Pizza Max, Pizza Point, and Broadway Pizza, 14th Street Pizza, New York Pizza, Pizza Inc. and California Pizza. This research study followed non-probabilistic convenient sampling technique. A total of 384 employees including managers and lower managers, both males and females, are targeted among them 250 were the respondents. Findings of the Research: This study used survey technique as data collection process. The results of study revealed that there is positive and significant impact of referral management, target management and termination management on CRM performance of pizza chain operating in Karachi city. In this context, the marginal impact of targeting management is relatively more significant in comparison of other factors. Practical Implications: this study helps to highlight key areas of improvement such as in win back management, expansion management customer’s information management and production or service management to explore it positive contribution in CRM performance of firm.