Evaluating Factors of CRM on Customer Satisfaction – Managerial Perspective of PTCL (Telecommunication Giant of Pakistan)

The aim of the study is to evaluate the factors of Customer Relationship Management on Customer Satisfaction from the managerial perspective of PTCL employees (CRM users) to check the CRM is increasing customer satisfaction through this study. The research is quantitative bases in which the research is conducted through primary data received from questionnaire from the respondents of PTCL managerial level. Total population is included in the research since it was small population. Total 78 populations is forwarded online survey out of which 60 respondents submitted the questionnaire and research is the results of 60 respondents receive. The research is limited to Karachi bases due to having term paper report and it is also limited to respondent CRM users only and managerial level is only BPS – 17 and above is called managerial level as per definition of PTCL employees. The research finds that the customer satisfaction is increasing due to CRM factors of focusing key customers, organize around CRM, managing knowledge and incorporating CRM technology and results are contributing positively to this study where majority of CRM users and managerial level have either remarked with strongly agree and agree which is showing mean greater than 3.0. The study is followed by the research which is already conducted earlier and past research shows that it can further be extended for evaluating sales growth and customer retention