The Customer Relationship Management as an Element of the Acceleration of Society Evolution

Globalization and the rapid advance of information technology and communication have led to the emergence of new trends like postmodernity and hypermodernity. Madagascar, a future emerging economy, chosen as the research field, has not been immune to these phenomena. It is integrated into the global cultural system, although it is known for its specific traditional culture. Therefore, this work has demonstrated how the chosen tool of relationship marketing, which is Customer Relationship Management (CRM), can be an element of accelerated societal change and how CRM can cause changes in the Malagasy culture. The research presented in this chapter examines the four major roles of CRM as used in Madagascar to determine whether it is suitable for Malagasy consumers. This study may help service marketers of international companies in using new marketing tools as innovative means in emerging economies and increase their customer loyalty.