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| Author: | Plakoyiannaki, E. |
| Title: | How do organisational members perceive CRM? Evidence from a U.K. service firm |
| Journal: | Journal of Marketing Management
2005 : APR, VOL. 21:3-4, p. 363-392 |
| Index terms: | Car industry Case studies Customer relationship management (CRM) Service industries Strategy United Kingdom |
| Language: | eng |
| Abstract: | This article examines how organisational members perceive customer relationship management as this process takes place in the organisation. The findings of the case study in the U.K. automotive services sector shows that during the CRM adoption period CRM was seen as strategic decision. During the development phase the personnel were concerned about the practice of CRM due to the difficulties related to setting up the process. In the CRM use period CRM was perceived as customer value driver. |
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