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Why Do Customer Relationship Management Applications Affect Customer Satisfaction?Sunil MithasUniversity of Maryland - Robert H. Smith School of Business Mayuram S. KrishnanStephen M. Ross School of Business at the University of Michigan Claes FornellStephen M. Ross School of Business at the University of Michigan Journal of Marketing, Vol. 69, pp. 201-209, October 2005 Abstract: This research evaluates the effect of customer relationship management (CRM) on customer knowledge and customer satisfaction. An analysis of archival 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.
Keywords: customer relationship management, customer knowledge, customer satisfaction, information technology JEL Classification: M00, M31 Accepted Paper SeriesDate posted: March 30, 2006Suggested CitationContact Information
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