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Title:
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AFTER-SALES AND CRM: THEIR ROLE AS A DIFFERENTIATION STRATEGY FOR CLIENTS |
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Author(s):
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Carlos Santos, Pedro Isaias |
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ISBN:
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978-989-8533-54-8 |
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Editors:
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Piet Kommers and Guo Chao Peng |
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Year:
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2016 |
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Edition:
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Single |
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Keywords:
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After-sales; CRM; Differentiation Strategy; Client Loyalty |
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Type:
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Full Paper |
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First Page:
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66 |
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Last Page:
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72 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Longevity, in the relationship with customers, is becoming increasingly more important in sustainable enterprises. Their continuity on the market depends on these relationships; hence, the strategic focus in differentiating factors for competitive advantage achievement is increasingly common. All aspects of the relationship with the client are extremely important; however some have been less explored, such as after-sales service and CRM, which can be the strategic basis for differentiation. This paper aims to demonstrate that after-sales service and CRM can be used by companies as instruments to measure customer satisfaction, to gather their opinions, to share experiences, to motivate client loyalty and to attract new customers. This research used the motor vehicle repair industry as an example, and conducted a questionnaire using a sample of 269 clients to assess their satisfaction. |
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