Beitrag, Englisch, 10 Seiten, IEEE Computer Society
Autor: Prof. Dr. Goetz Greve
Herausgeber / Co-Autor: Sönke Albers
Erscheinungsdatum: 2006
Quelle: Proceedings of the 39th Hawaii International Conference on System Sciences (HICSS-39)
Aufrufe gesamt: 785, letzte 30 Tage: 1
The management of customer relationships has become a top priority for companies in the last years. Despite this, little is known about the factors of successful CRM implementations and the role of information technology in this context. This study provides three models for the explanation of CRM performance separated according to the customer lifecycle phases initiation, maintenance, and retention. We analyze the relationship between CRM technology, CRM technology usage and CRM performance. In addition, we identify the drivers that affect implementation success for each phase the most.
DE, Hamburg
Professor für Marketing
HSBA Hamburg School of Business Administration
Publikationen: 8
Aufrufe seit 10/2006: 1662
Aufrufe letzte 30 Tage: 5