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Original scientific paper

https://doi.org/10.1080/1331677X.2020.1836992

Research model for measuring the impact of customer relationship management (CRM) on performance indicators

Vicente Guerola-Navarro
Raul Oltra-Badenes
Hermenegildo Gil-Gomez
Jose Antonio Gil-Gomez


Full text: english pdf 2.548 Kb

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Abstract

Customer Relationship Management (CRM) has established itself
as one of the fastest growing business management technology
solutions in recent years, which makes it a key tool for companies
that seek sustainable commercial success over time. The three
CRM modules (sales, marketing, and services) are a definitive tool
to obtain better business results through the customer-centred
approach of modern marketing theories.

Keywords

Customer relationship management; CRM; CRM practices; customer knowledge management; innovation capability; firm performance

Hrčak ID:

301454

URI

https://hrcak.srce.hr/301454

Publication date:

31.12.2021.

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