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
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
Publication date:
31.12.2021.
Visits: 3.316 *