An Exploratory Study of a Crm Effectiveness Construct
نویسندگان
چکیده
In spite of the enormous information technology (IT) investments that have been and are expected to be made to customer relationship management (CRM), customer satisfaction appears unchanged. This suggests that factors other than those related to IT performance determine CRM effectiveness. This study proposes and develops a CRM effectiveness construct comprised of three dimensions: IT performance, relationship marketing (RM) performance and organizational climate. The results of an empirical analysis support these dimensions. The construct provides an operational definition of CRM effectiveness.
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