Why Do Customer Relationship Management Applications Affect Customer Satisfaction?  

Oleh:

Fornell, Claes ; Mithas, Sunil ; Krishnan, M. S.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 69 no. 4 (Oct. 2005), page 201-209.
Topik: customer relationship management; customer relationship management; CRM

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.9 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

Lihat Detail Induk

Isi artikel

This research evaluates the effect of customer relationship amnageemnt (CRM) on customer knowledge and customer satisfaction. An analysis of archieval data for a cross-section of U. S. firms shows that the use of CRM applications is positively associated with improved customer knowledge and improved customer satisfaction. This article also shows that gains in customer knowledge are enhanced when firms share their customer-related information with their supply chain partners.

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