A managerial framework to increase sustainable competitive advantage within the beauty industry through Customer Relationship Management

Abstract

This study aims to substantiate that Customer Relationship Management is an emphasising factor in the sustainable competitive advantage of the beauty industry. Only some organisations in the beauty industry use an integrated Customer Relationship system that could empower them to use the data and information in their possession sustainably and efficiently. The primary objective was developed for this reason, and then the secondary objectives that underwrote issues in Customer Relationship Management, sustainable competitive advantage and customer retention were developed. An empirical study was performed, and a clear depiction of the critical issues of the problem statement was explored. The sample population was compiled within the North West Province of South Africa. A questionnaire was developed based on the objectives, and some functional perspectives were identified and tested. A qualitative study was done, and the sample size was not determined beforehand but was dependent on data saturation. The data saturation was reached after 12 participants. The results indicated that Customer Relationship Management magnifies value and profit for the organisation. This means sustainable competitive advantage and that CRM can enhance client relations and the ability to measure client satisfaction. This study has shown that using CRM gives beauty salons a competitive edge.