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Literature review customer relationship management

Click here to sign up. Page 4. Discussion on CRM continues to manifest different view. Category: Customer Services. Burtonshaw literature review customer relationship management Gunnthesis examples good sentence that these types of customers are emotionally connected with the company and are hence taken to remain loyal for the revoew of their life irrespective of any defects in the service or the product of the company. According to RBT proponents, cystomer need to possess unique and hardly imitable resources and capabilities created as a result of complex interactions literature review customer relationship management firm resources and sharing of information among functional units of the firm over a long period of time. Although CRM is popular and many scholars have acknowledged its benefits cudtomer improving customer relationships and firm performance, research on CRM has produced many literature review customer relationship management of meanings Nguyen, Valmohammadi, C. In order to focus on the objectives of findings the trend and future research of CRM, certain question were design to guide the literature analysis. The review here will deal with and Help in academic theories proposed for the effective customer management and customer retention by the retail stores in Australia. Salim, F. The latest development of this system has been done through the implementation of the lean system and the six-sigma process. However Burtonshaw and Gunnare of the opinion that the companies are at times least bothered about increasing the effective management of the customer grievances. The dark side of CRM: advantaged essays top quality disadvantaged Page customers. Accordingly the company can set the benchmark and on attaining the benchmark the company will be able to satisfy the customers.

Literature review customer relationship management

Literature Review On Customer Relationship Management. Words4 Pages. Saiman Shetty | Literature Review. Customer Relationship Management. Page 5. 2. Definition and Evolution of CRM. Different authors define Customer Relationship Management in various alternative carrborocommons.orgr; throughout this literature review we shall adopt the approach of Payne and Frow [1] who comprehensively define CRM . Literature Review Review of Literature on CRM: Customer Relationship Management (CRM) has become one of the most dynamic technology topics of the millennium. According to Chen and Popovich (), CRM is not a concept that is really new but rather due to current development and advances in information and enterprise. Jun 20,  · A Brief Literature Review: Customer Relationship Management By John Dudovskiy Customer relationship management has been defined as “a business approach that integrates people, processes, and technology to maximise relationships with customers” Goldenberg (, p.3).Estimated Reading Time: 6 mins. Customer relationship management (CRM) literature predominantly focuses on internal organizational process and deploys Information Technology to capture and analyses customer data for marketing as well as effective relationship management carrborocommons.orgted Reading Time: 8 mins.

Literature review customer relationship management

To browse Academia. Skip to main content. By using our site, you agree to our collection of information through the use of cookies. To learn more, view our Privacy Policy. Log In Sign Up. Download Free PDF. Tijjani Muhammad. Mujitaba Abubakar Tangaza. Download PDF. A short summary of this paper. Firms, today, interact with customers through different channels, thus, collect and analyses customer data and make decision on how to improve their relationship with important customers.

Thus, research into CRM implementation has increased substantially. However, companies seek further growth in their customer identification and retention effort, literature review customer relationship management prior research may not have identified several issues due to environmental constrains. This paper 1 seeks to analyses recent advances on CRM to uncover major issues discussed and suggest further research direction, 2 extends CRM literature by critically evaluating the extant research on CRM from the perspective of macro environment perspectives from to3 reveals theories and methods frequently used to study CRM at organizational level based on the analysis of major research outlets.

Furthermore, the paper seeks to uncover domain, issues and conceptual frameworks that were frequently or rarely used, as well research methods substantially used and those under-utilised in CRM research. The paper uses systematic literature review of published CRM literature from The study argued that further empirical study is needed to explore the role of low technological capital literature review customer relationship management customer lack of enthusiasm towards technology acceptance in emerging nations Sub-Saharan Africa effect on CRM adoption and implementation.

This is the relevant literature that provide comprehensive review and relevant customer relations with cohesive explanation KEYWORDS: Customer relationship management, systematic literature review, CRM implementation, emerging nations Paper type literature review 1.

In fact, because of the increase in the volume of research on CRM, and couple with the internet surge in the early s Kotorov,the level of acceptance of the CRM concept has increased. Likewise, positive perception and hope on CRM effectiveness has gone up Greenberg, literature review customer relationship management, despite low level of implementation success.

Because of this perception, many business practitioners and academia term CRM as a new marketing paradigm. Consequently, companies rush in complementing CRM initiative as claims for superior performance becomes subject of discussion among business practitioners.

The post implementation literature review customer relationship management and the division among practitioners and academia on what constitute CRM created additional suspicion as to whether CRM is not just another buzzword. Therefore, it is appropriate to review the with college application essay requirements sorry literature on CRM for some reasons.

First, practitioners should understand and benefit from the new trend in CRM research, as several methods of engaging customer via technology-enabled channels are emerging given the continues evolvement of technology Hoehle, Scornavacca, and Huff, Yet few studies explored how such integration of social media by small organisation affect customer identification and loyalty creation from SME perspectives.

Consequently, summation of literature on organisational research allows better understanding of processes of customer engagement and retention effort.

The study will further provide more benefit to academics and practitioners because the study covers CRM research in both developed and emerging nations and provide a clear picture on the trend of CRM research in recent time. This provides a rich insight because CRM research is affected by technological capital and development, and how mechanism that support customer data collection available in a country are being utilised Kumar et al. The analysis suggests that companies should not adopt blanket approach in CRM implementation because of the need to understand what drive customer to use technology-enabled channelsin firm-customer interaction.

Literature review customer relationship management, this literature review customer relationship management developed a body of literature on Http:// to shed light on the major areas of CRM research both at organisational level and at customer level.

Finally, summary and recommendation on literature review customer relationship management research will be offered. Volume 04, No. Although CRM is popular and many scholars have acknowledged its benefits in improving customer relationships and firm custome essays, research on CRM has produced many set of meanings Nguyen, Nevertheless, Boulding et al.

For Payne and Frow p. Therefore, it unites the potential of relationship marketing strategies and IT literature review customer relationship management create profitable, long-term relationships with customers and other key stakeholders. CRM provides enhanced opportunities to use data and information to both understand customers and co-create value with them.

For the purpose of this research we adopt the definition of Payne and Frow The proceeding section will explain research methodology used for this literature analysis. It involves the use of secondary sources of data collection and analysis. Systematic literature review has been carried out.

The use of please click for source literature review was informed by phd thesis database canada need to understand the recent trend in CRM study and to highlight and provide insight on the new easy phd on CRM research.

Similarly, CRM research cannot be confined to single area of study; it covers different disciplines. These include not only management but also marketing and information system Ngai, Therefore, Journal articles carrying CRM research are spread across different journals databases. Thus, multiple journal databases were literature review customer relationship management in order to find relevant articles on CRM research.

In order to have wider view literature review customer relationship management CRM, key word searches were conducted. This descriptor generated more than articles. This compelled the researcher to narrow down the search to articles that Volume 04, No. Eventually, this here yielded articles.

Nevertheless, to capture recent trend within the CRM implementation research, search was restricted to year of publication. Only articles published from to were considered which further reduced the number of articles to Given the wide coverage of these databases, manual consolidation of articles was conducted to exclude papers appear several times in different databases.

Also, further review was done to exclude non CRM related articles, and to include articles that directly relate to CRM and the objectives of the study. Other sources of literature such as conference papers, master and doctoral theses, textbook chapters, and unpublished papers were not included.

This is due to the observation made by Ngai et al. At the end of this process, sixty eight articles were collected, and they were individually reviewed and carefully analysed. In order to focus on the objectives of findings the trend and future research of CRM, certain question were design to guide the literature analysis. Which aspect of CRM e.

What was the research approach used empirical or non-empirical? What was the research methods used? What major theories used to study CRM at both organisational level and customer level? What regional context was literature review customer relationship management research undertaken? Which sector the research was directed at? Despite the disagreement on its definition, number of publication on CRM rose moderately since its conceptualisation.

The emergence of the internet and the diffusion of information technologies have contributed to its acceptance and prospect. Table 1 summarises research publicationon CRM conducted literature review customer relationship management and But few studies compare or study CRM in relation to other field either the impact of customer knowledge sharing on CRM impact 31 or impact of total quality on CRM success.

In addition, out of 68 identified published articles sincetwenty two were published in Also, thirty one published articles identified by this systematic review were conducted in developing country context. See table 1. They did not include research made with the use of empirical data.

In this analysis, non-empirical research was further subdivided into literature reviews and conceptual papers. Literature reviews were commonly based on secondary sources and reported no empirical findings. Conceptual articles were non empirical articles describing frameworks, models or theories.

Generally, these studies aim to explore trend in CRM research Overall, 11 out of the 68 articles were non-empirical articles.

Table 2 summarised this category and shows web services term paper complete number of articles published as non-empirical and the main issues discussed by these papers. Emerging field tend to be initially dominated by non-empirical research then to be followed by empirical research Hoehle et al. Based on Hoehle et al. Quantitative studies used numerical analysis to indicate Page relationship among factors in the phenomena, or mixed methods if they combine both qualitative and quantitative.

Most literature review customer relationship management the mixed methods in this analysis employed qualitative methods- interview- before coordinating their conceptualization through literature review customer relationship management research. For Volume 04, No.

Review on CRM implementation: advances, advantages, and pitfalls. Qualitative research 4. This definition was used as yardstick to classify article as case study if the approach is not clearly stated. One of the studies that conform to these principles is that of Saarijarvi, Karjaluoto, and Kuusela They use single case to understand how customer data can be used for the benefit of customers.

The researchers conducted three structured interview with the representative of the company on how they uses customer data for the benefit of their customers; they also had sixteen unstructured interview with customers. Also, Chikweche and Fletcher employed case study approach to study CRM implementation at the base of the pyramid. In a multiple case studies of three companies in Zimbabwe, top and middle managers were interviewed on the most appropriate factors they use to implement CRM in their organisations.

In another multiple case studies, Mainela and Ulkuniemi explore the role of personal interaction in here management of customer relationship in project business. The design of the study involves sixteen study participants from two companies.

One it provides highly tailored technological more info to the process industry literature review customer relationship management the second provide professional engineering 33 service to same industry.

Final study result shows how personal interaction can be used to sustain read article relationship. Page 4. Grounded theory is an iterative study designed to systematically generate theory through continues interplay of data generation and data analysis. Empirical data was collected throughopen ended reciprocal interview and member checking interview with front-line staff that interact with customer on behalf of the link. Other sources such as observation and collection of participant and research artefacts were literature review customer relationship management used to triangulate and strengthen theory development.