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Sayd Zulker Nine ID-1263, Batch-2nd Department of Marketing Jahangirnagar University

Marketing research, market orientation and customer relationship management: a framework and implications for service providers Rajshekhar (Raj) G. Javalgi Charles L. Martin Robert B. Young. Sayd Zulker Nine ID-1263, Batch-2nd Department of Marketing Jahangirnagar University. Abstract.

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Sayd Zulker Nine ID-1263, Batch-2nd Department of Marketing Jahangirnagar University

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  1. Marketing research, market orientation andcustomer relationship management:a framework and implications for serviceprovidersRajshekhar (Raj) G. JavalgiCharles L. MartinRobert B. Young SaydZulker Nine ID-1263, Batch-2nd Department of Marketing Jahangirnagar University

  2. Abstract

  3. Abstract • Keywords: • Market research, • Market orientation, • Customer relations, • Customer satisfaction, • Customer retention, • Services marketing • Paper type: Conceptual paper

  4. The article is organized as follows: • First, a brief explanation of how services marketing is different is provided. • The second section offers a brief review of the market orientation literature. • The third section is a discussion of the importance of market research information as the foundation of a market orientation. • The fourth section draws on practical company examples to illustrate the components of CRM. • The article then discusses an extended case history of a comprehensive global marketing research study. • The last section of the paper provides marketing implications, conclusions and guidelines for managers.

  5. Framework for international service marketing research, market orientation and CRM

  6. Impact of market research on CRM components

  7. Case examples: The Ritz Carlton hotel company Federal Express Hallmark Cards Harrah’s Entertainment Verifon Conducts wide-ranging international segmentation research. • Market implication. • Conclusion and guidelines for managers.

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