ABSTRACT

This study aims to investigate the relationship between the implementation extent of customer relationship management strategies and level of performance of KIIMSSTYLE Clothing Company. It made use of the explanatory sequential mixed method design. Participants are mainly customers, with average age distribution, bachelor’s degree and about 3 years’ consumption experience in clothing stores. The employees’ assessment of the extent to which the CRM strategies are implemented by the company in terms of sales, marketing, customer service, product development and customer experience management are great. There are no significant differences in the employee-participants’ assessment of the extent to which the CRM strategies are implemented by the company when grouped according to age, gender, highest educational attainment, years in service and position in the company. The participants’ assessment of the level of performance of the company in terms of financial, internal business process, customer service and learning and growth are at high level. There are no significant differences in the participants’ assessment on the level of performance of the company when grouped according to age, gender, highest educational attainment, years in service and position in the company. The problems and challenges encountered in the study are customer service efficiency and customer satisfaction. Employees lack training to understand the theory of system operation and the security and privacy issues of the system. Through the implementation of CRM strategy, the company has achieved sustainable development.

Keywords: customer relationship management strategies, performance, problem solving, clothing company
https://doi.org/ 10.57180/ephr1097