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| Tekijä: | Sin, L.Y.M. Tse, A.C.B. Yim, F.H.K. |
| Otsikko: | CRM: conceptualization and scale development |
| Lehti: | European Journal of Marketing
2005 : VOL. 39:11-12, p. 1264-1290 |
| Asiasana: | customer relationship management (crm) performance measurement knowledge management case studies Asia |
| Kieli: | eng |
| Tiivistelmä: | This paper aims at developing a reliable and valid measuring scale for customer relationship management (CRM). A series of studies were conducted during the development and validation of multiple measures for the CRM dimensions. Data from a study (n=150 business executives attending a part-time MBA program) and a mail survey of Hong Kong financial firms (n=215) were used to select items and to examine factor structure, as well as to provide evidence of dimensionality, scale reliability and validity. Finally, data from 276 business executives attending a seminar on CRM were used to test the scale generalizability of CRM measures in various industries. A reliable and valid scale was developed to measure the four dimensions of CRM: CRM organization, key customer focus, knowledge management (KM) and technology-based CRM. The findings validate the long-held belief of CRM being a critical success factor for business performance. |
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