CHAPTER 6: CONCLUSION
6.3 Limitation and Future Research
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provides these factors and uses qualitative research to do in depth interviews to understand the importance of maintaining quality customer relationships post-merger.
6.3 Limitation and Future Research
Some important limitations of this research must be considered. First, due to varied time period of the mergers, the CRM results could be affected by environments. For instance, there may be economic depressions that can lead to lower activity of customers. Future research would need to put the financial environmental factor into consideration and evaluate CRM performance from customer satisfaction and customer loyalty perspectives. Second, this research only used public data. Some indexes could not fully represent measurement of customer loyalty. Future research can dig deeper into the wallet share to measure actual customer loyalty. Third, the representatives interviewed from selected cases in this research are mostly from the acquiring companies. Future research should collect data from target companies in order to understand the M&A effect from different perspectives.
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