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When are Crm Systems Successful? The Perspective of the User and of the OrganizationG.H. van BruggenErasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM); Erasmus Research Institute of Management (ERIM) Berend WierengaErasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM); Erasmus Research Institute of Management (ERIM) August 2005 9, ERIM Report Series Reference No. ERS-2005-048-MKT Abstract: The individual impact of CRM systems is strongly related to impact at the organizational level. Fit with the task of the user is key. CRM systems are successful in organizations that reward customer-centric behavior and that have an analytical decision style. Acceptance of a CRM system should be monitored over time.
Number of Pages in PDF File: 53 Keywords: Customer Relationship Management, marketing management support systems, survey research JEL Classification: M, C44, M31 working papers seriesDate posted: January 2, 2006Suggested CitationContact Information
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