THE IMPACT OF PERFORMANCE AND CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER SATISFACTION: A CASE STUDY OF BEIJING DANMASHI LOGISTICS COMPANY

Abstract

The purpose of this study was to analyze the impact of performance management and customer relationship management (CRM) on the Using a case study of Beijing Danmashi Logistics Company, the study used a quantitative method by collecting data from a sample of 400 people through questionnaires and analyzing the data. The results of the study showed that the factors affecting customer satisfaction were innovation, safety, Lead Time, and market competitiveness. In addition, it was found that personal factors such as education level and income Influences customer satisfaction levels. This research has practical suggestions for companies to develop. Tailor service strategies to suit each customer segment and invest in AI and Big Data technologies to increase efficiency and competitiveness. Meanwhile, policy recommendations point to the need for development. Quality standards of logistics services and support green logistics for sustainability. This research fills an academic gap on the role of performance management and CRM in the logistics industry and can be used as a guide for organizations looking to improve service quality to increase customer satisfaction.