1. Marketing research, market orientation and customer relationship management: a framework and implications for service providers Rajshekhar (Raj) G. Javalgi Charles L. Martin Robert B. Young
Sayd Zulker Nine
ID-1263, Batch-2nd
Department of Marketing
Jahangirnagar University

2. Abstract
Purpose
This article aims to discuss the importance of market research information in developing a market orientation and its impact on international service
organizations.
Design/
methodology/
approach
Extant literature is reviewed and discussed pertaining to the interrelationships between market research, market
orientation and customer relationship management (CRM)-related issues.
Conceptual models are presented to illustrate the interrelationships between these streams of research.
Findings
Several anecdotal and case examples are used to illustrate the essential linkages between market research, market orientation, and CRM.
These include the Ritz Carlton Hotel Company, Federal Express, Hallmark Cards, Harrah’s Entertainment and, most notably, VeriFone.

3. Abstract Keywords: Paper type: Conceptual paper Practical implications
Today’s hyper-competitive markets service firms must be market-oriented in order to be competitive, and that market research plays a critical role in generating the needed data on which a market orientation can be developed and implemented, which, in turn, can enhance the practice of CRM.
Originality/value
The article promises to help service providers address the challenge of generating and using market research data to develop a market orientation and a corresponding CRM program.
Keywords:
Market research,
Market orientation,
Customer relations,
Customer satisfaction,
Customer retention,
Services marketing
Paper type: Conceptual paper

4. The article is organized as follows:
First, a brief explanation of how services marketing is different is provided.
The second section offers a brief review of the market orientation literature.
The third section is a discussion of the importance of market research information as the foundation of a market orientation.
The fourth section draws on practical company examples to illustrate the components of CRM.
The article then discusses an extended case history of a comprehensive global marketing research study.
The last section of the paper provides marketing implications, conclusions and guidelines for managers.

5. Framework for international service marketing research, market orientation and CRM

6. Impact of market research on CRM components

7. The Ritz Carlton hotel company Federal Express Hallmark Cards
Case examples:
The Ritz Carlton hotel company
Federal Express
Hallmark Cards
Harrah’s Entertainment
Verifon Conducts wide-ranging international segmentation research.
Market implication.
Conclusion and guidelines for managers.