53 Pages Posted: 2 Jan 2006
Date Written: August 2005 9,
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: 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
By John Dawes