CRM strategy implementation and performance

Dalla Pozza, Ilaria (IPAG Business School , Paris, France) ; Goetz, Oliver (ESB Business School, Reutlingen University, Germany) ; Sahut, Jean-Michel (IDRAC Business School, Lyon, France ; School of Management Fribourg, HES-SO // University of Applied Sciences Western Switzerland)

Customer relationship management (CRM) is one of the most frequently adopted management tools and has received much attention in the literature. This study advances research on CRM by investigating the impact of the relative time according to which interventions are implemented in different areas (customer management, CRM technology, organizational alignment, and CRM strategy) on CRM performance. The results of the empirical study reveal that compared to other critical CRM activities, a later implementation of organizational alignment activities has a negative impact on performance. Further, our results show that CRM strategy, organizational alignment, and CRM technology impact different aspects of CRM performance.


Mots-clés:
Type de conférence:
full paper
Faculté:
Economie et Services
Ecole:
HEG FR Haute école de gestion de Fribourg
Classification:
Economie/gestion
Adresse bibliogr.:
Lisbon, Portugal, 28-30 June 2017
Date:
Lisbon, Portugal
28-30 June 2017
2017
Pagination:
37 p.
Publié dans
Proceedings of the 7th Global Innovation and Knowledge Academy (GIKA)
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 Notice créée le 2017-09-25, modifiée le 2018-08-31

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