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| Author: | Peelen, E. (et al.) |
| Title: | An empirical study into the foundations of CRM success |
| Journal: | Journal of Strategic Marketing
2009 : DEC, VOL 17:6, p. 453-471 |
| Index terms: | customer relationship management (crm) success qualitative research quantitative techniques companies Netherlands |
| Language: | eng |
| Abstract: | Over the last decade, Customer Relationship Management (CRM) has attracted the attention of both marketing practitioners and researchers. This paper aims to determine the impact of CRM components on each other and on CRM success. Explorative qualitative research into CRM practitioners to formulate propositions is used. The propositions will in turn be tested in a quantitative analysis using data gathered from 250 Dutch companies. Through building a Structural Equations Model (SEM), the role and influence of the key components of CRM on each other and on CRM success are determined. |
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