A Managerial Accounting Approach of Customer Relationship Management; An Analytical Study

Authors

  • Reza Sotudeh
  • Hadi Bakhshesh Tanyani
  • Amrollah Zeynali Kermani

DOI:

https://doi.org/10.47059/revistageintec.v11i4.2259

Abstract

As competition in the business environment increases, retaining valuable customers for organizations becomes more important; therefore, organizations try to maintain their long-term and valuable relationships with customers by making changes in interactive practices. Although customer relationship management has been one of the research priorities in the field of marketing; But researchers and marketing managers have not properly understood these distinct communication priorities. This research is intended to explore the managerial accounting approach of customer relationship management; an analytical study. Improving customer relationship was identified as a consequence of applying a comprehensive customer relationship management strategy with a post-purchase dissonance reduction approach.

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Published

2021-07-16

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Section

Articles