Case Study Analysis: CRM Implementation and Customer Satisfaction

This assignment presents a comprehensive analysis of several case studies related to Customer Relationship Management (CRM) systems. The analysis focuses on various aspects of CRM implementation, including the effects of e-CRM on customer satisfaction and loyalty, as seen in the case of the Digikala Online Store. It also examines the use of fuzzy logic and other hybrid methods for evaluating CRM performance, as demonstrated in a study involving Mellat Bank. Furthermore, the assignment investigates the impact of CRM features on customer satisfaction in airline e-ticket services and explores key factors for successful CRM implementation in the Tunisian hotel sector. The analysis also includes a qualitative intrinsic case study of real estate agents' failure to adopt CRM systems and investigates the main motivations for CRM adoption by large Portuguese companies. The assignment provides a detailed overview of the diverse challenges and opportunities in CRM implementation and its impact on business development.

Case study:
Hashem Aghazade, Iman Ahmadi & Mohammad Mehdi Dabiran, 2016. Investigating the
effects of E-CRM's Functions on customer's E-satisfaction and E-loyalty (Case Study:
Digikala Online Store). Journal of Information Technology Management, 8(4), pp.645–662.
https://jitm.ut.ac.ir/m/article_59943.html
Ebrahimi, E., Fathi, M. & Irani, H., 2016. A new hybrid method based on fuzzy Shannon's
Entropy and fuzzy COPRAS for CRM performance evaluation (Case: Mellat Bank). Iranian
Journal of Management Studies, 9(2), pp.333–358. https://ijms.ut.ac.ir/article_56414_0.html
Ismail, N. and Hussin, H. (2016). The Effect of E-CRM Features on Customers Satisfaction
for Airline E-Ticket Services in Malaysia. 2016 6th International Conference on Information
and Communication Technology for The Muslim World (ICT4M). [online] Available at:
https://ieeexplore.ieee.org/document/7814927 [Accessed 1 Oct. 2019].
Bahri-Ammari, N. & Nusair, K., 2015. Key factors for a successful implementation of a
customer relationship management technology in the Tunisian hotel sector. Journal of
Hospitality and Tourism Technology, 6(3), pp.271–287.
https://www.emerald.com/insight/content/doi/10.1108/JHTT-08-2014-0042/full/html
Pegues, B. et al., 2019. Qualitative Intrinsic Case Study of Real Estate Agents' Failure to
Adopt Customer Relationship Management System, pp.ProQuest Dissertations and Theses.
https://www.researchgate.net/profile/Beth_Pegues/publication/333118640_Qualitative_Intrin
sic_Case_Study_of_Real_Estate_Agents
%27_Failure_to_Adopt_Customer_Relationship_Management_System/links/
5cdc7e3d458515712eaddf0b/Qualitative-Intrinsic-Case-Study-of-Real-Estate-Agents-
Failure-to-Adopt-Customer-Relationship-Management-System
Varajão, J. & Cruz-Cunha, M.M., 2016. Main Motivations for CRM Adoption by Large
Portuguese companies – A Principal Component Analysis. Procedia Computer Science,
100(C), pp.1269–1279.
https://www.sciencedirect.com/science/article/pii/S187705091632333X