Title: How Do Organisational Members Perceive CRM? Evidence from a U.K. Service Firm
Title: How Do Organisational Members Perceive CRM? Evidence from a U.K. Service Firm
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Authors: Plakoyiannaki, Emmanuella
Subject: Marketing & CRM
Publish: 2005
Status: full text
Source: Journal of Marketing Management; Apr2005, Vol. 21 Issue 3/4, p363-392
پابگاه علمی مدیریت و حسابداری منبع: mba20.blog.ir
Abstract:
The purpose of this study is to explore how organisational members
perceive Customer Relationship Management (CRM) as this process unfolds
in the firm. CRM has been an emerging research theme in the marketing
literature, yet how it has been received and viewed by organisational
members has been essentially unexplored, and forms the key contribution
in this paper. Drawn from a case study in the U.K. automotive services
sector, the findings illustrate the formation of collective perceptions
of CRM, which involves information seeking, meaning aion and action
based on the perceptions shaped at different phases of the CRM process:
adoption, development and use. Specifically, in each of the three phases
organisational members in the investigated firm approach CRM as a
strategic decision; view it with concern; and consider it as a customer
value driver. The paper concludes with research recommendations and
implications for marketing theory and practice
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