In this paper we report a case study on how firms realize the business value of CRM by developing CRM-enabled ambidexterity to simultaneously pursue stability and develop adaptability. Results show that as the focal firm used CRM as a platform for standardizing operations and building routines, the top management team (TMT) and the operation team worked together to reflexively monitor the statu...

Continual advances in information technology (IT) have opened new business opportunities in global marketplaces. As a result, many businesses have turned to CRM to gain greater insights into their customers and apply this knowledge toward forging long-term relationships with them. This study examines the relationships of CRM practices (marketing and operational programs) with three antecedent e...

Companies spend enormous resources on customer relationship management (CRM), but there is no clear understanding on two seemingly simple, but critical questions: (1) Should firms reward or punish their current customers? (2) Can CRM be profitable in a competitive setting? While CRM practitioners are enthusiastic about its win-win potential for firms and customers, the extant theoretical litera...

Adopting a focus on CRM has been an industry standard for nearly two decades. While evidence suggests that a majority of the attempts to implement CRM systems fail, no single reason for the failures has been identified. Assuming that CRM implementation is an extension of a customeroriented business strategy and assuming successful integration with Enterprise Information Systems such as Enterpri...

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 C...

Customer relationship management (CRM) has become one of the leading business strategies in the new economy. The effectiveness of CRM can be measured as a satisfaction level achieved by CRM activities. CRM has emerged as a major business strategy for e-business, but little research has been done in evaluating the effectiveness of CRM because of its complexity. In this paper, on the basis of bui...

CRM is about introducing the right product to the right customer at the right time through the right channel to satisfy the customer’s evolving demands. Ideally, it should follow the development of each individual customer and develop integrated multi-segment, multi-stage, and multi-channel CRM decisions in order to maximize the total customer lifetime profit. However, most existing CRM practic...

Customer Relationship Management has attracted the attention of both marketing practitioners and researchers over the last decade. Despite, or maybe due to, the attention drawn to the subject, a clear agreement on what CRM is and especially how CRM should be developed remains lacking. It is now commonly understood that CRM involves technology, drives Marketing, Sales and Customer Services and i...

Purpose – The purpose of this paper is to review state-of-art literature on adoption of CRM technology, including the CRM in multichannel environment and provide a comprehensive view of insights gained in this area of research through the bibliography. Design/methodology/approach – All together, nine databases were searched on the basis of four main descriptors which provided identification of ...