The role of customer relationship management in building loyalty the case of a Maltase car importer and retailer

Abstract

The main aim of this research was to investigate how Michael Debono Limited (MDL) as an authorized representative of Toyota in Malta is actually implementing Customer Relationship Management (CRM) in order to maintain and enhance the level of loyalty between the customers and the company. The two main objectives in this research were to investigate the customer loyalty and to finally identify the type of relationship that exists between CRM and customer loyalty and the impact they have on each another. In order to conduct this research, the researcher decided to proceed with a qualitative research methodology. The researcher concluded that the management at MDL is very knowledgeable about CRM, gives it a lot of importance, manages it well and looks at it as an investment. On the other hand, it has also been concluded that the company is continuously looking for ways to improve in both quality aspects of the service or product and customer satisfaction. Based on the findings, the researcher recommended the management team to focus on the integration of certain devices with their current Dealer Management System (DMS), to introduce training in the areas of CRM, quality of service, customer satisfaction and loyalty, to get in contact with customers through an individualized marketing approach, to introduce the Vehicle Health Check (VHC) tool and to finally push further the social media. Possible areas for further research were to conduct this research on other local car importers and retailers, on organizations in different industries and at a global level. Limitations of the research were that this study was conducted on only one local car dealer and that the other services of the Debono Group and the customers’ feedback have been excluded.