Development of Loyalty Programs through the Retail Industry in Albania

Abstract

This article aims to study development of Customer Relationship Management as a new way of applying marketing concepts in the Albanian retail industry. Research in other industries has shown that the planning and execution of CRM strategies can bring higher profitability. In the case of Albania, businesses still neglect the benefits that they can receive using different CRM strategies. Currently the two main barriers regarding the implementation of CRM includes financial and technological challenges. In reality, financial and technological issues appear to be less problematic in comparison with organizational changes, cultural changes and human barriers. The results of the survey showed that CRM is still in the initial stages of application in the retail sector in Albania.