Knowing Customers or Establishing Relationships: Different Routes to CRM

• Main Authors: HO-JEH WANG, 王侯傑
• Other Authors: Ming-Hui Huang
• Format: Others
• Language: en_US
• Online Access: http://ndltd.ncl.edu.tw/handle/73882789845013081299

碩士 === 國立臺灣大學 === 資訊管理學研究所 === 94 === Firms can choose from a variety of CRM technologies to enhance business performance; however, there is a lack of studies or practices addressing the issues of when and how specific CRM technologies should be used. This study empirically surveyed the strategic use and performance outcome of two types of CRM technologies, analytical and operational, by 123 major US firms. The argument that analytical CRM could be used to know customers and improve product quality, whereas operational CRM could be used to establish customer relationships and enhance satisfaction was supported. Implications for the results and future studies are discussed.