Journal article
CUSTOMER RELATIONSHIP MANAGEMENT: ITS DIMENSIONS AND EFFECT ON CUSTOMER OUTCOMES
The Journal of personal selling & sales management, v 24(4)
01 Oct 2004
Abstract
Despite the rapidly growing customer relationship management (CRM) literature, the dimensions of CRM and their effects on customer outcomes remain equivocal. In this research, we first identify the requisite activities for effective CRM implementation. We then investigate their effect on customer satisfaction, customer retention, and sales growth. Results indicate that managers need to think beyond the technological components of CRM and focus on four key CRM dimensions to significantly enhance customer loyalty and sales growth. In our analysis and discussion, we examine the expanding role of salespeople in successful CRM implementation and outcomes. [PUBLICATION ABSTRACT]
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160 citations in Scopus
Details
- Title
- CUSTOMER RELATIONSHIP MANAGEMENT: ITS DIMENSIONS AND EFFECT ON CUSTOMER OUTCOMES
- Creators
- Frederick YimRolph AndersonSrinivasan SwaminathanSwathi Swaminathan - Biology
- Publication Details
- The Journal of personal selling & sales management, v 24(4)
- Publisher
- Taylor & Francis Ltd
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Biology; Marketing
- Scopus ID
- 2-s2.0-20444490657
- Other Identifier
- 991019173850904721