CUSTOMER RELATIONSHIP MANAGEMENT AND SUPPLIER RELATIONSHIP MANAGEMENT (SRM) (AVOID OF THE IDENTITY THEFT AND ASSUMPTION DETERRENCE ACT)
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Abstract
Customer Relationship Management (CRM) and Supplier Relationship Management (SRM) strategies is essential for firms to succeed. This is used to assess aspects of the company’s future performance. The goal of CRM is to provide a good experience to customers by understanding customer needs so that it can increase customer satisfaction. Meanwhile, the aim of SRM is for the company’s procurement needs to run more smoothly because it already has suppliers with good quality. Both CRM and SRM aim to maintain good and closer relationship with customers and suppliers. CRM and SRM can influence company performance, especially when viewed from profitability which will have an impact on the company’s sustainability. This paper focuses on the results of previous research regarding the influence of CRM on profitability and green supplier selection.
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