Proceedings of The 7th International Conference on Research in Management and Economics
Impact of Diversity Management on Customer Satisfaction Through Customer Relationship Management as A Mediator: An Applied Study of Ducting & Servicing Company, Kuwait
Ehab Mohamed Eid Elsayed, Mohamed Abu Kashaba, Fahd A. Hemeida, Mohamed A, Ragheb
The current study investigates the mediating role of customer relationship management (CRM) in between diverse management and customer satisfaction. The researcher adopted a quantitative analytical technique and primarily a questionnaire was used for the study; of the 500 questionnaires given, 394 were returned, yielding a response rate of 78.8%. Researcher used a set of statistical tests and techniques such as simple, multiple regression, correlation, and structure equation modelling, using Statistical Package for the Social Sciences (SPSS) Version 25 and Analysis of Moment Structures (AMOS) Version 23. There are many results, the most important of which is: There is a statistical significant impact of diversity management on customer satisfaction, statistical significant impact of diversity management on customer relationship management (CRM) , There is a statistical significant impact of customer relationship management (CRM) on customer satisfaction , and finally customer relationship management (CRM) is mediating the relation between diversity management and customer satisfaction .The study concluded with a series of suggestions based on its findings, the most crucial of which is: Organisations should diversify their workforce to improve employee knowledge exchange, which will hasten the adoption of and comprehension of new cultures and methodologies. Organization should adopt strategies and plans in the customer relationship management (CRM) system to improve customer satisfaction. Based on the findings, the study came to its conclusion with a number of recommendations. The most important of which is that organisations should alter their workforce which improves employee knowledge sharing and hasten the adoption of new cultures. To increase customer satisfaction, businesses should implement strategies and plans in the customer relationship management (CRM) system.
keywords: Diversity Management, Customer relationship Management (CRM), Customer Satisfaction