Record Details

CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SUCCESS FACTORS: AN EXPLORATORY STUDY

Ecoforum Journal

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Field Value
 
Title CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SUCCESS FACTORS: AN EXPLORATORY STUDY
 
Creator ALAMGIR, Mohammed; Associate Professor of Marketing, University of Chittagong
SHAMSUDDOHA, Mohammad; Associate Professor of Marketing, University of Chittagong
 
Subject Customer relationship management, Customer knowledge, Social rapport, CRM success, Telecom
M 31, M39
 
Description Customer relationship management (CRM) can improve organization’s performance through applying customer knowledge and maintaining relationships with customers. Literature on CRM in an integrative fashion is sparse, rather issues are presented in isolation mostly focusing on technology ignoring other extra-organizational issues like social rapport and customer knowledge. Likewise, CRM success is poorly sketched and social rapport as a facilitator of knowledge generation has received little attention in the previous literature. Therefore, the main purpose of this research is to investigate the role of CRM, customer knowledge and social rapport on CRM success. The present study considers the Resource-based view in developing CRM success framework. A Qualitative research approach has been taken in this study where ten customer-service managers of different telecom operators of Bangladesh have been interviewed. To identify the factors along with their associated variables and also to further develop a research model a content analysis technique has been utilized. The results of the interviews identified three factors affecting CRM success. This paper also highlights the research and managerial implications of the model.  
 
Publisher Association of Educational and Cultural Cooperation Suceava from Stefan cel Mare Universit
 
Date 2015-02-16
 
Type Peer-reviewed Article
 
Format application/pdf
 
Identifier http://www.ecoforumjournal.ro/index.php/eco/article/view/133
 
Source Ecoforum Journal; Vol 4, No 1 (2015); 7
 
Language en
 
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