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Measuring CRM Effectiveness in Indian Stock Broking Services

机译：衡量印度股票经纪服务中的CRM有效性

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摘要

The article tried to develop a multi-item scale for analyzing CRM effectiveness (CRME) from the customer perspective in the Indian stock broking context. The results revealed that customer satisfaction could be improved through to build customer trust and customer involvement substantially by focusing on the CRM system which further influences customer retention and ultimately, customer loyalty within stockbroking services. The findings of the article will help stockbrokers and their managers for a tactical decision making of CRM system implementation and practices for customer perspective. Despite the huge investment in CRM systems by the stockbrokers, critics have remained unconvinced about the effectiveness of CRM for meeting desired business outcomes. The reason being that broking firms often perceive CRM systems as a specific technology solution rather than integrating customer needs with the firm's strategy, people and business process which generates a parallel need to develop a scale to measures CRM effectiveness in Indian stock broking services from the customer perspective.
机译：本文试图建立一个多项目量表，以从印度股票经纪市场的客户角度分析CRM有效性（CRME）。结果表明，通过专注于CRM系统可以显着提高客户满意度，从而建立客户信任度和客户参与度，该系统进一步影响客户保留率并最终影响客户在股票经纪服务中的忠诚度。本文的研究结果将帮助股票经纪及其经纪人从客户角度对CRM系统实施和实践进行战术决策。尽管股票经纪人在CRM系统上进行了巨额投资，但批评家们对CRM在满足期望的业务成果方面的有效性仍然不满意。原因是经纪公司通常将CRM系统视为一种特定的技术解决方案，而不是将客户需求与公司的战略，人员和业务流程结合在一起，这产生了同时发展规模以衡量客户在印度股票经纪服务中CRM有效性的需求。透视。

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