hig.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
An exploratory study of implementation of customer relationship management strategy
University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi. (Gruppen för Interaktiva Affärer (GIA))
Reims Management School, Reims, France.
2007 (English)In: Business Process Management Journal, ISSN 1463-7154, E-ISSN 1758-4116, Vol. 13, no 1, 139-164 p.Article in journal (Refereed) Published
Abstract [en]

There has been an unprecedented resurgence of academic as well as practitioner interest in customer relationship management (CRM) in recent years. However, efforts made in extant literature to link the components of CRM strategy to its implementation are insufficient. We argue that relationship management is the process of implementing it. This paper aims to provide insights on the core components of CRM and the implementation of CRM strategy. An integrative framework for implementing CRM strategy guides our exploratory effort. Other major contributions offered by this paper are its deep anchorage in extant literature and the exploratory study of CRM implementation at a Swedish company serving consumer, business, institutional and government markets. The case study illustrates that relationships are not only a tactical weapon, but represent a different, strategic approach to buyer-seller exchange. It further epitomises that a more useful way to think of CRM is as a process that helps to bring together a variety of information about customers, sales, marketing effectiveness, responsiveness and market trends. The study also highlights the fact that implementing CRM strategy requires the endorsement by and commitment from top management, systematic cross-functional communication, and mandatory customer loyalty training programmes for all employees.

Place, publisher, year, edition, pages
2007. Vol. 13, no 1, 139-164 p.
Keyword [en]
customer relationship management strategy, relationship marketing, cross-functional, implementation process, integrative framework, 5-S framework, exploratory study.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-1729DOI: 10.1108/14637150710721177Scopus ID: 2-s2.0-33846969857OAI: oai:DiVA.org:hig-1729DiVA: diva2:118391
Available from: 2008-05-19 Created: 2008-05-19 Last updated: 2016-10-30Bibliographically approved

Open Access in DiVA

No full text

Other links

Publisher's full textScopus

Search in DiVA

By author/editor
Osarenkhoe, Aihie
By organisation
Ämnesavdelningen för företagsekonomi
In the same journal
Business Process Management Journal
Business Administration

Search outside of DiVA

GoogleGoogle Scholar

Altmetric score

Total: 731 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf