ELECTRONIC CUSTOMER RELATIONSHIP MANAGEMENT (eCRM): OPPORTUNITIES AND CHALLENGES IN A DIGITAL WORLD
نویسنده
چکیده
Customer relationship management (CRM) is about identifying a company’s best customers and maximising the value from them by satisfying and retaining them. As a business philosophy CRM is seen to be firmly rooted in the concept of relationship marketing, which is aimed at improving long-run profitability by shifting from transaction based marketing to customer retention through effective management of customer relationships (Christopher et al., ). Recently it has been acknowledged that company relationships with customers can be greatly improved by employing information technology (Karimi et al., ; Ryals and Payne, ) which can facilitate and enhance customer relationships in various ways but mainly enables companies to attain customisation, which is the essence of a customer-centric organisation (Stefanou et al., ).
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