Designing a CRM Framework for on-line & off-line sports footwear retailers

The use of Customer Relationship Managers to foster customers’ loyalty has become one of the most common business strategies in the past years. However, CRM solutions do not fill the “abundance of happily ever-after relationships” that business needs, and each client's perception is different in the buying process. Therefore, the experience must be precise, in order to extend the loyalty period, of a customer as much as possible. One of the economic sectors in which CRM's have improved this experience is retailing, where the personalized attention to the customer is a key factor among others. However, brick and mortar experiences are not enough to be aware in how environmental changes could affect the industry trends in the long term. A base unified theoretical framework must be taken into consideration, in order to develop an adaptable model for constructing or implementing CRM’s into companies. Thanks to this approximation, the information is complemented and the final outcome will increment the quality in any Marketing/Sales initiative. The goal of this article is to explore the different factors grouped by three main domains within the impact of the service quality, from consumer’s perspective in both on-line and off-line retailing sector. Secondly, we plan to go a step forward and extract base guidelines about previous analysis for designing CRM’s solutions focused on the loyalty of the customers for an specific retailing sector and its product: Sports Running Shoes. Furthermore, we design and develop a structured survey and give it to a diverse group of users, with questions that evaluate the contrast an influence of service quality, customer satisfaction and customer loyalty in both on-line and off-line environments.