An empirical study to identify and rank CSFs in customer relationship management (CRM): A case study of oil products distribution
| Autor: | Mohammad Reza Zahedi, Mohsen Cheshmberah, Seyed Mehdi Tofighi, Ali Hadizadeh |
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| Rok vydání: | 2011 |
| Předmět: |
Critical success factors
Customer retention Knowledge management business.industry lcsh:HF5735-5746 Change management Distribution (economics) Customer relationship management Customer lcsh:Business records management General Business Management and Accounting Empirical research Critical success factor Business Strategic communication Marketing Customer intelligence |
| Zdroj: | Management Science Letters, Vol 1, Iss 4, Pp 595-606 (2011) |
| ISSN: | 1923-9343 1923-9335 |
| DOI: | 10.5267/j.msl.2011.04.009 |
| Popis: | Customer relationship management (CRM) is founded based on the value exchange between organization and customers and focuses merely on the value created in this connection. In this paper, the critical success factors are identified for a proper and effective implementation of CRM for an oil distribution company. The proposed survey of this paper identifies some important factors affecting the CRM implementation and determines the most important ones using a survey. The results indicate that there are twelve factors playing the most important roles on the success of CRM. There are CRM strategy, knowledge management in customer relationship, CRM technology, effective strategic committee, management of customer contact channels, customer information management, customer-oriented change management, training programs, strategic communication with staff, staff commitment, integration, and sectional implementation. We categorize the factors into two levels based on the level of their importance. The first level consists of the most important ones include only four items and the other eight items are categorized in level 2. |
| Databáze: | OpenAIRE |
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