Problematizing CRM practice: considerations and concerns

Daskou, S. ORCID: 0000-0002-9142-0822, 2014. Problematizing CRM practice: considerations and concerns. In: 24th Business & Economics Society International (B&ESI) Conference 2014, Florence, Italy, 6-9 July 2014.

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Customer relationship management (CRM) has received extended investigative attention over the last 15 years, and many firms claim to successfully use it. It is generally appreciated as: a strategy for partnering with clients (Parvatiyar and Sheth, 2001); an approach to understanding and affect customer behavior (Swift, 2000); a method of strategically bridging information technology and marketing strategies (Glazer, 1997); a way to ‘‘identify the most valuable customers over time, and increase customer loyalty by providing customized products and services” (Rigby et al., 2002, p. 101); as well as the “management of mutually beneficial relationship(s) from the seller's perspective” (LaPlaca, 2004, p. 463). Yet, firms tend to apply CRM simply as a data management technique. Many firms are overpowered by the technical capabilities of the adopted technological CRM system, which may even ignore the relationship formation and relationship nurturing orientation of CRM. The paper addresses the limitations of CRM practice and proposes a research agenda to bridge the gap between the data management and relationship-building potentials of CRM, for the benefit of mutual customer and firm value creation.

Item Type: Conference contribution
Description: Full-text abstract and references only
Creators: Daskou, S.
Date: 2014
Divisions: Schools > Nottingham Business School
Record created by: Jonathan Gallacher
Date Added: 29 Nov 2018 11:19
Last Modified: 29 Nov 2018 11:19

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