The Impact of Customer Relationship Management (CRM) Technology on Business-to-Business Customer Relationships
Recent academic and practitioner studies suggest that Customer Relationship Management (CRM) provides improved business opportunity, yet has received mixed performance reviews in the extant literature. This research explored the relationship between CRM technology adoption, market orientation and relationship marketing, and the subsequent impact on business relationships and relationship performance. A conceptual model was developed based on the literature and information obtained through one-to-one in-depth interviews. The model incorporated key relationship constructs; trust, commitment and communications quality, and investigated the impact of CRM technology adoption on these constructs and relationship performance. In addition the firm's market and technology orientation was considered as critical antecedents to the adoption of CRM technology. The research incorporated a two-phased, cross-sectional design. The first research phase was exploratory, utilising one-on-one in-depth interviews with key informants. The objective was to explore the conceptualised CRM technology adoption - customer relationship model for robustness and realism. These findings were used to refine the CRM technology adoption - customer relationship model and the measurement instrument before proceeding with the explanatory phase of the study. The explanatory phase of the research consisted of an instrument development stage - creating, testing and finalising the research instrument, followed by a quantitative study of medium and large business in the manufacturing, services and wholesale industries in New Zealand. The objective of this stage of the research was to test and validate the CRM technology adoption - customer relationship model and measurement instruments. Measures of CRM technology adoption were collected from the supplier firms, while measures of relationship strength and relationship performance were collected separately from the customer perspective. The benefits for practitioners include methods to improved relationship and business performance from CRM technology implementation. The key benefit for academia is the development of a conceptual model linking CRM technology to RM, and providing insights into the synergies available from technology.
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Customer relationship management: A content analysis of issues and best practices
Samit Chakravorti , Florida International University
This dissertation is a study of customer relationship management theory and practice. Customer Relationship Management (CRM) is a business strategy whereby companies build strong relationships with existing and prospective customers with the goal of increasing organizational profitability. It is also a learning process involving managing change in processes, people, and technology. CRM implementation and its ramifications are also not completely understood as evidenced by the high number of failures in CRM implementation in organizations and the resulting disappointments. The goal of this dissertation is to study emerging issues and trends in CRM, including the effect of computer software and the accompanying new management processes on organizations, and the dynamics of the alignment of marketing, sales and services, and all other functions responsible for delivering customers a satisfying experience. In order to understand CRM better a content analysis of more than a hundred articles and documents from academic and industry sources was undertaken using a new methodological twist to the traditional method. An Internet domain name (http://crm.fiu.edu) was created for the purpose of this research by uploading an initial one hundred plus abstracts of articles and documents onto it to form a knowledge database. Once the database was formed a search engine was developed to enable the search of abstracts using relevant CRM keywords to reveal emergent dominant CRM topics. The ultimate aim of this website is to serve as an information hub for CRM research, as well as a search engine where interested parties can enter CRM-relevant keywords or phrases to access abstracts, as well as submit abstracts to enrich the knowledge hub. Research questions were investigated and answered by content analyzing the interpretation and discussion of dominant CRM topics and then amalgamating the findings. This was supported by comparisons within and across individual, paired, and sets-of-three occurrences of CRM keywords in the article abstracts. Results show that there is a lack of holistic thinking and discussion of CRM in both academics and industry which is required to understand how the people, process, and technology in CRM impact each other to affect successful implementation. Industry has to get their heads around CRM and holistically understand how these important dimensions affect each other. Only then will organizational learning occur, and overtime result in superior processes leading to strong profitable customer relationships and a hard to imitate competitive advantage.
Subject Area
Marketing|Management|Business community
Recommended Citation
Chakravorti, Samit, "Customer relationship management: A content analysis of issues and best practices" (2006). ProQuest ETD Collection for FIU . AAI3217563. https://digitalcommons.fiu.edu/dissertations/AAI3217563
Since November 15, 2006
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THESIS CUSTOMER RELATIONSHIP MANAGEMENT IN THE AIRLINE INDUSTRY Table of Contents
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this thesis, relationship or business relationship can be viewed or described as a distinct form, but related to, concepts such as Enterprise relationship management, consumer behavior, and of course CRM. Customer relationship management seeks to provide a comprehensive and holistic picture of business relationships and their worth through time ...
Abstract and Figures. Customer relationship management (CRM) is a combination of people, processes and technology that seeks to understand a company's customers. It is an integrated approach to ...
TURKU UNIVERSITY OF APPLIED SCIENCES THESIS | Jani Muller. • Category s: Trust is the leading and most important component to customer retention. • Category u: DEKRA cultivates a reputation as being trustworthy. • Category v: Trust is to admit that you have made mistakes, and then you take responsibility.
Recent academic and practitioner studies suggest that Customer Relationship Management (CRM) provides improved business opportunity, yet has received mixed performance reviews in the extant literature. This research explored the relationship between CRM technology adoption, market orientation and relationship marketing, and the subsequent impact on business relationships and relationship ...
Here, the relationship between customer knowledge management and CRM should also be considered since it could determine the actual benefits of implementing CRM in companies. The second main variable involved in our review is innovation, analysed in combination with CRM as a skill with direct and valuable impact on the latter.
CRM (Customer Relationship Management) are systems that in an efficient way help suppliers to support and keep a personal relationship to their customers. The purpose of this thesis was to investigate the role of CRM in the relationship between customer and supplier in a B2B context. The research was conducted within the banking industry.
Impact of customer relationship management (CRM) on customer satisfaction and loyalty: A systematic review March 2017 Research Journal of Business Management 6(1):86-107
BACHELOR THESIS Customer Relationship Management From a Buyer's Perspective in a B2B Relationship Thomas Axelsson Jonathan Olausson Luleå University of Technology Bachelor thesis Marketing Department of Business Administration and Social Sciences Division of Business Administration and Management 2007:208 - ISSN: 1402-1773 - ISRN: LTU-CUPP--07 ...
The objective of this thesis was to discover how customer relationship is managed on the internet focusing on the e-retailing companies based in the United Kingdom. The theoretical framework was conducted around the global e-commerce issues and concepts of customer relationship management and marketing to give an idea of issues
Several theories, models, and frameworks, both classic and contemporary that explain antecedents, processes, and outcomes of customer relationships with companies are briefly discussed. In particular, we discuss the following models and frameworks: buyer-seller model (Dwyer et al., 1987); trust-commitment model (Morgan and Hunt,1994);
This dissertation is a study of customer relationship management theory and practice. Customer Relationship Management (CRM) is a business strategy whereby companies build strong relationships with existing and prospective customers with the goal of increasing organizational profitability. It is also a learning process involving managing change in processes, people, and technology.
I, the undersigned, declare that this thesis entitled "THE EFFECT S OF CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER SATISFACTION IN THE CASE OF ETHIO TELECOM, ADDIS ABABA" is my original work, prepared under the guidance of Mohammed Mohammednur (Asst. Prof.). All sources of materials used for this thesis have been duly acknowledged.
This article aims to review the literature on customer relationship management (CRM) research. This review article analyses the trends in CRM research, popular research topics and tools used in ...
The dissertation tries to find and analyze the hotel corporations' needs and. expectations, the prerequisites of a successful CRM implementation and beneficial. appliance of the same. CRM ...
management practice and banking customer relationship management performance situation. The researcher used primary and secondary data as data source whereas, mean, standard deviation and percentage to show the distribution and frequency of variables.
"Effective customer relationship is a base for customer value. In order to support relationship marketing, it is obvious that customer relationship management plays a crucial role". Payne and Frow (2005) gave a definition as CRM is a strategic approach that is concerned with creating
relationships is customer relationship management. By now, various supporting solutions, models and tools have been developed for successful customer relationship management. The aim of this thesis is to provide an overall understand-ing of customer relationship management as a concept, its implementation and advantages.
In this research, there are two main purposes: (1) empirically investigate the CRM performance consequences of implementing CRM processes, and (2) empirically examine whether knowledge management can influence the customer relationship management process and the performance of customer relationship management.
Customer relationship management (CRM) is a new concept currently being applied by several banks, particularly foreign banking institutions within the UAE, to increase customer experience, which is essential in enhancing the performance of an organization. According to Liu (2007), studies have shown that high customer relation management ...
H1b: There is a no significant relationship between customer relationship management and sales H1c: There is a no significant relationship between customer relationship management and profit. 2- H2: There is a no significant relationship between customer relationship management and marketing performance (non-financial performance).
3.1 Types of Customer Relationship Management ... This thesis focuses on the customer service and the relationship management as far as customer care and satisfaction are concerned. The information obtained from the study was quite enthusiastic as the quality customer service starts from the small factors that one does to satisfy its customers. ...
3.2 Research Plan and Design. The present study attempts to analyze the objectives of CRM, to examine the management and usage of the customer relationship in banks. The researcher employed the qualitative data approach. The use of qualitative data yields detailed information in questionnaire and interviews.
THESIS CUSTOMER RELATIONSHIP MANAGEMENT IN THE AIRLINE INDUSTRY By Dávid Smatana Advisor: Ing. Jana Janoková A Thesis to Be Submitted to The College of Management In Partial Fulfillment of the Requirements for the Degree of Bachelor in Business Administration (Bc.) ... 10 Customer Relationship Management is an interactive process which aim is ...