Customer Relationship Management (CRM) - A Cross Cultural Comparison between Türkiye and Morocco

Abstract

The current study was intended to examine the customer relationship management practices in two different cultures; Türkiye and Morocco. The objective of the study was to determine the fundamental components that have an impact on trust among consumers, satisfaction, commitment and buying behavior of customers. Data was gathered from 280 participants using a well-organized questionnaire. The findings revealed noteworthy favorable connections between CRM practices and customer satisfaction and buying behavior. Descriptive statistics, reliability analysis, and factor analysis were used to verify the CRM scale and assure the strength and accuracy of the results. T-tests were conducted to examine the mean differences in trust, satisfaction, engagement and buying behavior across two nationalities. The research emphasizes the significance of tailored customer service, engagement with customers, equitable pricing, and superior goods in improving customer experiences. Although the study takes a thorough approach, its scope is restricted by its concentration on a certain geographic area and its dependence on data given by the participants themselves.