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Addressing the drivers of customer. relationship management systems. An insight on the effect of new media in the German service sector

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dc.contributor.author Baena Graciá, Verónica
dc.contributor.author Elmerhaus, Robert
dc.date.accessioned 2016-03-07T16:25:35Z
dc.date.available 2016-03-07T16:25:35Z
dc.date.issued 2016
dc.identifier.citation Baena, V., & Elmerhaus, R. (2016). Addressing the drivers of customer. relationship management systems. An insight on the effect of new media in the German service sector. Saarbrücken (Germany): Lambert Academic Publishing. spa
dc.identifier.isbn 9783659858673
dc.identifier.uri http://hdl.handle.net/11268/5012
dc.description.abstract New media - i.e. web based strategies and tools - have become indispensable to customer relationship management (CRM). This study provides a comprehensive empirical analysis of German service-sector SMEs’ experience with new media in CRM, which is based on interviews and a statistical survey among 101 companies. The analysis reveals perceived opportunities, risks and success factors and evaluates to what extent the use of and insights into new media have an effect on SMEs’ CRM success. Findings reveal that SMEs successfully rely on a strategic mix of new media and personalized and individualized CRM. SMEs that have realized the opportunities and success factors of new media in CRM understand how to optimize the economic outcome of these strategies but frequently ignore their utility from their clients’ perspective. spa
dc.description.sponsorship SIN FINANCIACION spa
dc.language.iso eng spa
dc.publisher Lambert Academic Publishing spa
dc.title Addressing the drivers of customer. relationship management systems. An insight on the effect of new media in the German service sector spa
dc.type book spa
dc.description.impact No data (2016) spa
dc.rights.accessRights openAccess spa
dc.subject.uem Economía - Alemania spa
dc.subject.uem Sector servicios - Alemania spa
dc.subject.unesco Economía spa
dc.subject.unesco Sector terciario spa
dc.subject.unesco Alemania spa
dc.description.filiation UEM spa
dc.peerreviewed Si spa


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