Customer relationship management: Finding value drivers
Abstract
null null Despite significant interest from both academicians and practitioners, customer relationship management (CRM) remains a huge investment with little measured payback. Intuition suggests that increased management of customer relationships should improve business performance, but this intuition has only inconsistent empirical or real world support. To remedy this situation, this study identifies a core group of expected CRM benefits and...
Paper Details
Title
Customer relationship management: Finding value drivers
Published Date
Apr 1, 2008
Volume
37
Issue
2
Pages
120 - 130
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