文件名称：A STUDY INTO THE FOUNDATIONS OF CRM SUCCESS
文件大小：904KB
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更新时间：2015-12-25 09:37:24
CRM
Customer Relationship Management is a topic that has attracted the attention of both marketing practitioners and researchers over the last decade. Despite, or maybe due to, the attention drawn to the subject, a clear agreement on what CRM is and how CRM strategy should be developed remains lacking (Payne and Frow, 2005). Although the principal components of CRM are well described and researched, their interrelations and their contribution to CRM success has yet to be researched (Boulding et al., 2005). The goal of our research is to provide this insight. We will strive to do so by using qualitative research into successful CRM practitioners to create research propositions. These propositions will in turn be tested in a quantitative analysis of 250 Dutch companies. Through building a Structural Equation Model (Sem-model), we determine the role and influence of the key components of CRM on each other and on CRM success.