A Study on Customer Service Quality and the Application of CRM Strategies for Achieving a Progressive Business Approach

Abstract

The research study looks into the effect of customer service quality and how the Customer Relationship Management (CRM) strategies should be used to realize a progressive and sustainable business approach. With the growing environment of competition, organizations are realizing that, in the long term, they need to provide customer service of the highest quality and ensure that their relationship with their customers is strong. The study examines the major dimensions of service quality and the importance of operational, analytical, and collaborative CRM inputs in improving customer satisfaction, customer loyalty and organizational performance. The Friedman Test and Kendall Coefficient of Concordance were also used as the statistical methods to determine differences in the perceptions of the respondents and their degree of agreement on CRM constructs. The results indicate that the greatest impact on the customer experience is made by technological readiness and perceived usefulness whereas operational CRM is the most relevant CRM construct. Moreover, it has been found that, even though the respondents unanimously believe in the relative significance of CRM practices, the degree of concurrence is moderate. The research determines that high service quality, strategic use of CRM and technology-driven personalization can be applied together in supporting a progressive business strategy, which fosters customer culture, relationship trust-building, and sustainable competitive advantage. The study outlines key dimensions of service quality, CRM models, and technological enablers, followed by discussion on benefits, challenges, and strategic recommendations for businesses aiming to enhance sustainable growth. Overall, the results emphasize that modern technological capabilities and perceived service benefits are key determinants in shaping customer satisfaction and CRM success.