Authors : Arun Kumar Agariya and Deepali Singh
Abstract: The aim of this study is to develop a reliable and valid CRM (Customer Relationship Management) index specifically catering to Indian telecom sector. An exhaustive review of literature on CRM was followed by depth interview and questionnaire survey. The exploratory factor analysis, confirmatory factor analysis and structural equation modelling followed by case based method are used for development of CRM index along with the customer and service provider weights. The structural model shows CRM in Indian telecom sector as a multidimensional construct comprising of factors namely competitiveness and reliability, support features, relationship quality, transmission quality, technological edge and reputation. Based on these factors, the researchers have proposed the CRM index. The proposed index will help in identifying issues that contribute to CRM in Indian telecom sector and thereby formulating strategies accordingly, resulting in efficient (in terms of cost) and effective (outcomes) CRM practices. A fair amount of literature on Indian telecom sector dealt with identifying factors explaining the constructs of quality, value or satisfaction. But there is paucity of research pertaining to industry specific CRM index development and validation. This study is an attempt to bridge this gap in the existing literature.
Arun Kumar Agariya and Deepali Singh, 2012. CRM Index Development and Validation in Indian Telecom Sector. International Business Management, 6: 487-501.