Rural consumers' adoption of CRM in a developing country context

Hasan, Md. Rajibul and Rahman, Mizan and Khan, Mehedi Munsur (2013) Rural consumers' adoption of CRM in a developing country context. International Journal of Business and Management Invention, 2 (9). pp. 121-131. ISSN 2319 - 801X

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Item Type:Article
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Abstract

This paper illustrates how understanding consumer preferences through market research may enhance CRM adoption among the rural customers of a developing country like Bangladesh. It presents the case of Community Information Centre (CIC) established by Grameenphone, a company owned by Telenor, the Norwegian telecommunications company and Grameen Bank, the Nobel prize winning micro credit organisation in the rural settings of Bangladesh. The paper shows that CIC is an innovative way of building and maintaining customer relationships and technological interface with the financially constrained consumers in a poor developing economy like Bangladesh.

Keywords:Technology innovation and entrepreneurship, International marketing.
Subjects:N Business and Administrative studies > N500 Marketing
Divisions:Lincoln International Business School
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ID Code:13875
Deposited On:01 May 2014 08:34

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