Abstract
Customer Relationship Management (CRM) means different things to different people. For some, CRM is the term used to describe a set of IT applications that automate customer-facing processes in marketing, selling and service. For others, it is about an organizational desire to be more customer focused. Others associate CRM with the capture, analysis and exploitation of customer-related data. One distinction that has been made is between strategic, operational and analytical CRM. This paper sets out to understand, conceptualize and operationalize these terms. Our research generally supports the idea of a multi-dimensional conceptualization of CRM. We develop and present an instrument, consisting of a thirteen-item scale, which can be used to assess an organization's orientation towards one or more of these three forms of CRM.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
