Customer Relationship Marketing (CRM) is the new competitive weapon for organisations in the developed nations. The battle is not between nations or governments alone, it is amongst corporations and businesses, a consequence that can... more
Customer Relationship Marketing (CRM) is the new competitive weapon for organisations in the developed nations. The battle is not between nations or governments alone, it is amongst corporations and businesses, a consequence that can mainly be attributed to Globalization and the Internet. Many organizations are focusing on conquering the minds of consumers, making them loyal brand followers and satisfying their individual needs with the help of sophisticated CRM systems. Globalisation is the new era. Luxury Brands are the modern cults, each one of them seeking to gain the largest customer base. The aim of this dissertation is to carry out a qualitative thematic research on the impact of CRM in the luxury retail sector in Kuwait in terms of consumer buying behavior and organisational success. It also attempts to evaluate the awareness, presence, and actual implementation of CRM in Kuwait, the business environment, the beliefs, cultures, perceptions and behaviors of the customers in the Kuwaiti luxury retail segment. The research finds that CRM has a low impact on consumer buying behavior and there are other factors involved. The paper also attempts to examine the objectives of CRM, its assets, liabilities, frameworks and implementation. Global & Kuwaiti retailers can benefit from this study by better understanding the distinctive contingencies prevalent in the Kuwaiti business environment.
