Customer Relationship Management Success Model: A Conceptual Framework
نویسنده
چکیده
Few researches have been conducted on customer relationship management (CRM) success but the antecedents are not clearly depicted. Besides, Literature on CRM in an integrated fashion is sparse, rather issues are presented in isolation mostly focusing on technology ignoring other organizational and extra-organizational issues like social capital and customer knowledge. Moreover, the mediating role of relationship maintenance and customer knowledge has been largely neglected in the literature. Therefore, the main purpose of this research is to investigate the antecedents of CRM success and also to examine the mediating role of customer knowledge and relationship maintenance on CRM success. The present study combines the Resource-based view and Knowledge based view in developing theoretically grounded comprehensive framework of CRM success.
منابع مشابه
A Success Framework to Investigate Critical Factors Associated with Implementation of Customer Relationship Management: A Fuzzy ANP Approach
This paper suggests a novel success framework for customer relationship management (CRM) based on a conceptual implementation model to identify associated critical factors and their contribution to overall success/failure. Fuzzy analytic network process (FANP) is applied to identify the relative importance of each factor in successful implementation of each stage and the CRM initiative as a uni...
متن کاملCUSTOMER RELATIONSHIP MANAGEMENT AND ORGANISATIONAL COMPETETIVENESS OF COMMERCIAL BANKS IN CHENNAI
Commercial Banks and Financial Institutions are recognizing that they can no longer look at a customer from a specific product but must encompass the entire customer relationship to fully understand a client‘s profitability. From a strategic standpoint, Customer Relationship Management (CRM) mobilizes resources around customer relationships rather than product groups and fosters activities that...
متن کاملAnalyzing the impact of knowledge management on CRM success: The mediating effects of organizational factors
Customer relationship management (CRM) and knowledge management (KM) have become key strategic tool for all companies, especially in the current competitive environment. Moreover, customer knowledge is an important issue for CRM implementation. Reviewing the literature, we found many studies that analyze the crucial role played by KM initiatives as determinants of the success of CRM. Moreover, ...
متن کاملIntegrating Social Media and Traditional CRM: Toward a Conceptual Framework for Social CRM Practices
In recent years, marketers have paid lots of attention to a new field called social CRM, created from the combination of social media and traditional customer relationship management (CRM) practices. In the past, traditional CRM practices have mainly focused on the task of valuing individual customers’ profitability through relationship management over time as the proxy of creating the firm’s v...
متن کاملتحلیل مدلهای ارزیابی و موفقیت کتابخانههای دیجیتالی
: This paper discusses the dominant models of a broader field of success and evaluation of digital libraries and seeks the relationship between the models and their origins. The main objectives of the paper are recognizing digital libraries’ key success and evaluation models, holistic representation of the links between DLs’ evaluation and success models and frameworks in a unique window, and i...
متن کامل