A Proposal Framework for investigating the impact of customer relationship management on customer retention in e-commerce
نویسنده
چکیده
In this study, considering different views about CRM and by gaining insight from the resourcebased view (RBV) of the firm and the processoriented approach, we propose a process-oriented framework to investigate the relationship among CRM resources, CRM processes, customer retention programs of CRM, and finally customer retention as the firm performance. The study finds the mediating effect of CRM processes between CRM resources and customer retention programs of CRM which themselves have direct effect on customer retention. Also, the suitable research methodology for doing this study will be explained.
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