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The Role of relational information processes and technology use in customer relationship management

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Many firms have invested in customer relationship management (CRM) technology in the hope of discriminating between profitable and unprofitable customers, providing customized service, and obtaining higher customer retention. However, the results of using CRM technology have been mixed, and this has created substantial concern about its viability and effectiveness. The unease with CRM technology use is similar to the disillusionment that firms encountered in the late 1980s regarding the use of information technology (IT) to automate business activities. This study identifies the key relational information processes that should be implemented by firms that opt to pursue CRM. Delineation of relational information processes enables managers to track and evaluate the information routines relevant for CRM. Firms should deploy CRM technology to enhance the effectiveness of relational information processes. Although CRM technology use by itself is not a panacea for CRM problems, in the presence of properly designed relational information processes, the technology promotes customer relationship performance..Printed Journal

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Ketersediaan

Call Number	Location	Available
	PSB lt.dasar - Pascasarjana	1

Penerbit	American Marketing Association.,
Edisi	-
Subjek	Customer relationship management Market strategy studies
ISBN/ISSN	222429
Klasifikasi	-
Deskripsi Fisik	-
Info Detail Spesifik	-
Other Version/Related	Tidak tersedia versi lain
Lampiran Berkas	Tidak Ada Data