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.


Keywords:
Conference Type:
full paper
Faculty:
Economie et Services
School:
HEG-FR
Subject(s):
Economie/gestion
Publisher:
Lisbon, Portugal, 28-30 June 2017
Date:
Lisbon, Portugal
28-30 June 2017
2017
Pagination:
37 p.
Published in:
Proceedings of the 7th Global Innovation and Knowledge Academy (GIKA)
Appears in Collection:

Note: The status of this file is: restricted


 Record created 2017-09-25, last modified 2019-06-11

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