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An opportunity to customer relationship management? A review-based analysis of success factors and success effect

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dc.contributor.author Elmerhaus, Robert
dc.contributor.author Baena Graciá, Verónica
dc.date.accessioned 2016-02-04T10:10:00Z
dc.date.available 2016-02-04T10:10:00Z
dc.date.issued 2015
dc.identifier.citation Elmerhaus, R., & Baena, V. (2015). An opportunity to customer relationship management? A review-based analysis of success factors and success effect. International Journal of Management and Business, 6(2), 100-131. spa
dc.identifier.issn 19492847
dc.identifier.issn 19492839
dc.identifier.uri http://hdl.handle.net/11268/4864
dc.description.abstract In the age of virtualisation and globalisation, customer relationship management (CRM) increasingly utilises new media for advertisement, customer contact, data management, servicing and sales. However, the opportunities, risks and success factors of the application of these new technologies have not been comprehensively explored to date. The study systematises new media technologies for CRM in the form of a review and differentiates and synthesises new mediabased opportunities, risks and success factors in CRM referring to the corporate value-added process. It draws upon Kim, Zhao and Yang’s (2008) and Kim and Kim’s (2009) earlier research and extends the framework based upon a more extensive literature review, adapting it to new media applications. Success effects of new media usage at the shareholder and customer level are elaborated. Therefore, this work provides academic research with a theoretically-founded classification system for new media research that is applicable to CRM and neighbouring study fields. Practitioners can also apply the category set to revise and organise their CRM strategy regarding the technological options of new media. The study is the theoretical and structural foundation to a planned empirical study on the success effects of new media in CRM. spa
dc.description.sponsorship 2014/UEM10 spa
dc.language.iso eng spa
dc.subject.other Customer relationship management spa
dc.subject.other Strategic marketing spa
dc.title An opportunity to customer relationship management? A review-based analysis of success factors and success effect spa
dc.type article spa
dc.description.impact No data (2015) spa
dc.rights.accessRights openAccess spa
dc.subject.uem Servicio al cliente spa
dc.subject.uem Relaciones de mercado spa
dc.subject.unesco Mercado spa
dc.subject.unesco Marketing spa
dc.description.filiation UEM spa
dc.relation.publisherversion http://www.iamb.net/IJMB/journal//Vol_6/IJMB_Vol_6_2_ Baena.pdf spa
dc.peerreviewed Si spa


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