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Why do customer relationship management applications affect customer satisfaction?

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Despite the billions of dollars invested by US firms in customer relationship management (CRM) applications over the past few years, there is a lack of research demonstrating the benefits of these IT investments. Prior research also has not shown why CRM applications affect customer satisfaction. In this research, the authors develop a theoretical model positing a mediating role of customer knowledge (ie, what a firm knows about its customers) and a moderating role of supply chain integration in leveraging CRM applications. They find that CRM applications are positively associated with improvements in customer knowledge and customer satisfaction. Furthermore, they find that the benefits derived from CRM applications are even greater when companies are electronically integrated in their supply chains and willing to share customer-related information with their supply chain partners. Overall, their results suggest that firms making investments in CRM applications reap significant intangible benefits that can help them sustain a competitive advantage..Printed Journal

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Ketersediaan

Call Number	Location	Available
	PSB lt.dasar - Pascasarjana	1

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