Creating Values for Customers : A case study of small investment service firm in China

Abstract: Nowadays, market situation has moved from the mass marketing towards the era of customized marketing. To keep abreast of technological development, new approach should substitute for the traditional business models. The issue that CRM as a tool to create values for customers in developing countries has become much more attractive. The purpose of this dissertation is to figure out how to create values for the customers in the operating process of enterprise. This study is built on a model of CRM process and performance, which helps the company to create values for customers. The authors use case study to conduct this research, and data collection through the semi-structured interview.   Some findings are obtained: strategic goals and customer orientation are critical for a CRM project. The small firms’ success is derived from the effective customer orientation and meeting customer needs. CRM process contained firm resources, management of customer relationships, customer-company exchange process and people-related components. The tangible performance of successful CRM process is to increase company profits through enhancing customer behaviors. Managing relationships with customers is beneficial for the company. If a company focuses on trust, commitment, and communication between company and the customers, their relationship performance will be boost up. It will achieve the customer satisfaction, customer loyalty, customer retention. Furthermore, customer satisfaction has direct relationship with customer values, and is the chief purpose of any business and is associated with the business success.