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| Author: | Becker, J. U. Greve, G. Albers, S. |
| Title: | The impact of technological and organizational implementation of CRM on customer acquisition, maintenance, and retention |
| Journal: | International Journal of Research in Marketing
2009 : SEP, VOL 26:3, p. 207-215 |
| Index terms: | customer relationship management (crm) life cycles company performance Europe cross-cultural studies |
| Language: | eng |
| Abstract: | The purpose of the article is to study the influences of customer relationship management (CRM) implementation on firm performance and in what ways companies can leverage it. A conceptual framework investigating the link between technological and organizational implementations as well as management and employee support interactions and CRM process-related performance is developed. The model is then applied in an empirical study including four industries in ten European countries. The findings reveal that the influence on performance is not the same for all the aspects of the CRM process. Further, the implementation of CRM enhances performance only if supported by the company stakeholders. |
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