Rural consumers’ adoption of CRM in a developing country context

Hasan, Rajibul Md and Rahman, Mizan and Khan, Mehedi M. (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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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.

Item Type: Journal Article
Keywords: CRM, Technology innovation and entrepreneurship, International marketing
Faculty: ARCHIVED Lord Ashcroft International Business School (until September 2018)
Depositing User: Repository Admin
Date Deposited: 11 Nov 2013 12:16
Last Modified: 09 Sep 2021 19:02

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