Customer Relationship Management
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Pazzanese, Christina. 2007. To get a train-delay refund, you must click the link. Christina Pazzanese. Boston Globe. Boston, Mass.: Oct 21, 2007
Birud Sindhav, Jonna Holland, Amy Risch Rodie, Phani Tej Adidam, Louis G Pol. 2006. The Impact of Perceived Fairness on Satisfaction: Are Airpor Security Measures Fair? Does it Matter? Journal of Marketing Theory and Practice. Vol. 14, Iss. 4; pg. 323.
"Customers are angry because they feel they are not treated fairly." Discuss, using the background articles that address customer fairness. Your discussion should demonstrate an understanding of the 3 types of fairness discussed in the assigned articles. You may use additional sources (but not Wikipedia). Write an organized, logical paper, 700-1500 words.
Your discussion should:
==> Demonstrate understanding of impact of FAIRNESS on CRM
==> Include application of fairness concepts, as described in the readings
==>Take a strong position (not wishy-washy)
==>Avoid repeating definitions
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==> Demonstrate understanding of impact of FAIRNESS on CRM
The fairness on CRM is an essential part of marketing . Treating customers unfairly, is wrong, unethical and a bad marketing practice. In the article" To get a train-delay refund, you must click this link. This article shows how the train company makes it unbearably difficult for customers to get train-delay refund. First, if there is a genuine train delay it is fair that customers should get their refund without any extra effort. Second, it is the duty of the train company to refund the money to the passengers without any fuss. Third, the consequences of making the refund process difficult have its own implications. Several passengers may simply not obtain the refund. Further, if a passenger has a difficult time to get his own money back it is unethical act. Moreover, the train company gets a bad reputation that it is not customer friendly (Kincaid. J, 2003),.
CRM relates to improving the ease of doing business with the customer. However, the rail company is deliberately making it difficult to receive a payment that is due to the customer. CRM relates to clearly understanding customer's purchasers, location, and CRM activities. However in the case of railway ticket and ...
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