CUSTOMER SERVICE RELATIONSHIP 
STUDENT NO:
DISSERTATION TITLE:
INVESTIGATING THE EFFECTS OF CUSTOMER RELATIONSHIP MANAGEMENT AT SACHA COSMETICS TRINIDAD AND TOBAGO LIMITED.
SCHOOL
TITLE:
INVESTIGATING THE EFFECTS OF CUSTOMER RELATIONSHIP MANAGEMENT AT SACHA COSMETICS TRINIDAD AND TOBAGO LIMITED
ABSTRACT
The concept of customer relationship management has become increasingly used in strategy and marketing literature in modern times. The term Customer relationship management is considered central to competitive advantage and long-term success of any business organizations as it is a strategic weapon in attracting and retaining customers locally and globally. As a result, a great importance is attached to this assumption. This dissertation attempts to put together an integrative configuration of the concept of customer relationship management highlighting its key components.
INTRODUCTION
Organizations today have evolved to adapt to the environments foreseeable change which has resulted in an evolution within the operation processes of firms, generating an atmosphere that incorporates high levels of customer focus as Peter Drucker (1973) held that a firm’s initial undertaking is “to create customers”. Businesses have attempted to achieve this via customer relationship management. Many companies have developed marketing systems that creates customer value whereby product, services, personnel and image value are all geared towards the accomplishment of satisfying customers. It is greatly perceived that a satisfied consumer is more probable to become a loyal customer to a company and consequently the firm can retain its clients. Therefore, organizations are adapting to the modern alternation within the macro-environment to achieve maximum profitability through an increased customer base and subsequent sustainable competitive advantage.
1.2 THE COMPANY PROFILE
Sacha Cosmetics Trinidad and Tobago Limited is a
DISSERTATION TITLE:
INVESTIGATING THE EFFECTS OF CUSTOMER RELATIONSHIP MANAGEMENT AT SACHA COSMETICS TRINIDAD AND TOBAGO LIMITED.
SCHOOL
TITLE:
INVESTIGATING THE EFFECTS OF CUSTOMER RELATIONSHIP MANAGEMENT AT SACHA COSMETICS TRINIDAD AND TOBAGO LIMITED
ABSTRACT
The concept of customer relationship management has become increasingly used in strategy and marketing literature in modern times. The term Customer relationship management is considered central to competitive advantage and long-term success of any business organizations as it is a strategic weapon in attracting and retaining customers locally and globally. As a result, a great importance is attached to this assumption. This dissertation attempts to put together an integrative configuration of the concept of customer relationship management highlighting its key components.
INTRODUCTION
Organizations today have evolved to adapt to the environments foreseeable change which has resulted in an evolution within the operation processes of firms, generating an atmosphere that incorporates high levels of customer focus as Peter Drucker (1973) held that a firm’s initial undertaking is “to create customers”. Businesses have attempted to achieve this via customer relationship management. Many companies have developed marketing systems that creates customer value whereby product, services, personnel and image value are all geared towards the accomplishment of satisfying customers. It is greatly perceived that a satisfied consumer is more probable to become a loyal customer to a company and consequently the firm can retain its clients. Therefore, organizations are adapting to the modern alternation within the macro-environment to achieve maximum profitability through an increased customer base and subsequent sustainable competitive advantage.
1.2 THE COMPANY PROFILE
Sacha Cosmetics Trinidad and Tobago Limited is a
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