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Review article

Paths to continuous improvement of a CRM strategy

Lluís G. Renart ; IESE Business School – University of Navarra
Carles Cabré ; IESE Business School – University of Navarra

Fulltext: english, pdf (622 KB) pages 61-77 downloads: 1.612* cite
APA 6th Edition
Renart, L.G. & Cabré, C. (2008). Paths to continuous improvement of a CRM strategy. Market-Tržište, 20 (1), 61-77. Retrieved from https://hrcak.srce.hr/53056
MLA 8th Edition
Renart, Lluís G. and Carles Cabré. "Paths to continuous improvement of a CRM strategy." Market-Tržište, vol. 20, no. 1, 2008, pp. 61-77. https://hrcak.srce.hr/53056. Accessed 22 Oct. 2020.
Chicago 17th Edition
Renart, Lluís G. and Carles Cabré. "Paths to continuous improvement of a CRM strategy." Market-Tržište 20, no. 1 (2008): 61-77. https://hrcak.srce.hr/53056
Harvard
Renart, L.G., and Cabré, C. (2008). 'Paths to continuous improvement of a CRM strategy', Market-Tržište, 20(1), pp. 61-77. Available at: https://hrcak.srce.hr/53056 (Accessed 22 October 2020)
Vancouver
Renart LG, Cabré C. Paths to continuous improvement of a CRM strategy. Market-Tržište [Internet]. 2008 [cited 2020 October 22];20(1):61-77. Available from: https://hrcak.srce.hr/53056
IEEE
L.G. Renart and C. Cabré, "Paths to continuous improvement of a CRM strategy", Market-Tržište, vol.20, no. 1, pp. 61-77, 2008. [Online]. Available: https://hrcak.srce.hr/53056. [Accessed: 22 October 2020]

Abstracts
The concept of relationship marketing has led to a paradigm change in marketing. Over the last few decades, numerous studies have analyzed the impact of customer relationship management (CRM) programs on customer satisfaction and loyalty. Quite a few CRM programs have been found to have little or no impact. Having already published several articles and cases on the subject, in this paper we set out to answer the following question: assuming a company already has a reasonably successful CRM strategy in place, how can it continuously adapt and improve that strategy? Our recommendation is that such companies implement a continuous improvement process at four different but complementary levels: first, review and reinforce the company’s mission, culture and values; second, reconsider and, if necessary, redesign the CRM strategy; third, manage the various relationship-building activities more effectively; and lastly, review and, if necessary, improve the quality of material and human resources, program execution and process governance. A systematic review of these four levels or “paths” of improvement should help generate and maintain high quality relationships over time.

Keywords
relationship marketing; customer relationship management; customer loyalty; relationship quality

Hrčak ID: 53056

URI
https://hrcak.srce.hr/53056

[croatian]

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