When are Crm Systems Successful? The Perspective of the User and of the Organization

53 Pages Posted: 2 Jan 2006  

G.H. van Bruggen

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM); Erasmus Research Institute of Management (ERIM)

Berend Wierenga

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM); Erasmus Research Institute of Management (ERIM)

Date Written: August 2005 9,

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.

Keywords: Customer Relationship Management, marketing management support systems, survey research

JEL Classification: M, C44, M31

Suggested Citation

Bruggen, G.H. van and Wierenga, Berend, When are Crm Systems Successful? The Perspective of the User and of the Organization (August 2005 9,). ERIM Report Series Reference No. ERS-2005-048-MKT. Available at SSRN: https://ssrn.com/abstract=828168

Gerrit H. Van Bruggen (Contact Author)

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM) ( email )

P.O. Box 1738
Room T08-21
3000 DR Rotterdam, 3000 DR
Netherlands
+31 10 408 2258 (Phone)
+31 10 408 9011 (Fax)

Erasmus Research Institute of Management (ERIM)

P.O. Box 1738
3000 DR Rotterdam
Netherlands

Berend Wierenga

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM) ( email )

P.O. Box 1738
Room T08-21
3000 DR Rotterdam, 3000 DR
Netherlands

Erasmus Research Institute of Management (ERIM)

P.O. Box 1738
3000 DR Rotterdam
Netherlands

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