Effect of Customer

Relationship Management
on Customer Satisfaction
(A Case Study of SHELL
PAKISTAN)

Authors
Rana Saifullah Hassan1, Dr. Fareeha Zafar2, Aneeb
Nawaz Lashari3,

1 Government

College University, Lahore, Pakistan,

r_saifullah@hotmail.com

2University of Derby- School of computing-UK currently

working at GC University, Lahore, Pakistan,
dr.f.zafar@gcu.edu.pk

3Hailey College of Banking and Finance, University of

the Punjab, Lahore, Pakistan,
formanite_24@hotmail.com

Introduction
Customer relationship management
the process of creating and maintaining
relationship with business consumers
coordination between sales, customer
service, marketing, fields support and
other customer touching functions that
leads to higher profits

 Due to CRM companies knows their

customers, understand their unique needs and
tailor their service or product offering to their
needs in a sustainable competitive manner
that can yield significant incremental
shareable value.
CRM integrate firms entire supply chain to
create customer value at every step, either
through increased benefits or lowered costs.

Components of CRM

 Reasons for adopting CRM

Less costly to retain existing customer
than to find new one
Paretos Principle- 20% of a company's
customers generate 80% of its profits
CRM in Pakistan
Increasing trend towards pull strategy
Focus on customization
Satisfaction leads to loyalty

 CRM in Shell
CRM implementation in 1996
CRM software
Gets go
Real time & JD Edwards (Oracle)
Analysis of individual customers after every 6
months
CRM clientele
Manage Customers Relationship
Technology Supporters CRM in Shell Pakistan
CRM Services by Shell
Benchmarking CRM services against
competitors

Methodology
Qualitative study of Banking sector in
the term of impact of Organizational
Commitment on individual bank
employee Job performance
Regression-dependent variable, job
performance affected by independent
variables, that is organizational
commitment and its three dimensions

 Equation: Job Performance (JP), Organizational

Commitment (OC)
JP = f (OC)
Equation: JP = + 1 AC + 2 NC + 3 CC +-------- (a)
Hypothesis Development:
Ho: There is a positive significant relationship
between organizational commitment and employees
job Performance?
H1. Affective commitment is positively and
significantly related to employees job Performance.
H2. Continuance commitment is positively and
significantly related to employees job Performance.
H3. Normative commitment is positively and
significantly related to employees job Performance.

 Research Instrument
Questionnaire
Respondents -employees of the banks that are
directly deal with the customers located in
the sector f-10 and f-11 of Islamabad
Convenience Sampling
Data Collection
information is collected through a
questionnaire by visiting Al-falah bank,
Muslim commercial bank, Meezan bank,
Allied bank and others bank of two sectors
f10 and f-11 of Islamabad

Results
The R Square is 0.298 which shows that 29.8%
model of this research is explained by the
independent variable Organizational
Commitment and other is explained by the error
factors ().
The level of significance is 5% or 0.05 and the value
of significance F is 0.000110055 which is less then
0.05. It shows that this model is best fit for the
research.
P-value of CRM is 0.0001110055 which is less then
level of significance 0.05 that why we have rejected
the null hypothesis.

Regression Statistics
Multiple R

0.545

R Square

0.298

Adjusted R Square

0.266

Standard Error

1.02875

Coefficients

Standard Error

t Stat

P-value(sig)

Intercept

2.074285409

0.397772381

5.214754738

6.77583E-06

C.R.M

0.472157294

0.109447423

4.31401015

0.000110055

Significance F

0.000110055

Conclusion
CRM has significant effect on the
customer satisfaction
Strong CRM leads to increased Customer
satisfaction
Positive relationship between customer
satisfaction and organizations
profitability
Scope for oil industry to get competitive
edge through CRM

Recommendations
Shell should further improve its CRM to
retain its customers
Oil industries can benefit from the study
and develop their CRM
CRM can also be used in increasing
marketing effectiveness.