Customer relationship management as a factor of customer satisfaction in advertising companies

Abstract

The core concept of Project Management is a satisfied and delighted customer. Often, project managers in advertising sector take care of only deliver a project within time, cost, and performance but not cultivate good relationship with customer and increase customer satisfaction, which will provide the company with a “good name” in the marketplace and consequently more and more potential customers and projects. Through three case studies of Greek advertising companies, this thesis investigates the way advertising companies can take use of customer relationship management in order to enhance customer satisfaction. Findings indicate that customer satisfaction is accomplished because CRM develops and supports strategic alliances around immediate communication and spread of project data and information between advertising companies and their customers. Furthermore, CRM has a positive impact on service quality that is crucial factor of customer satisfaction. The thesis concludes that Projects Managers of advertising companies must develop some CRM practices in order to gain a deeper understanding of customers, stay in touch with customers, bring customers into the project process, and provide to customers advanced service quality.