Customer Relationship Management

Topics: Customer relationship management, Customer service / Pages: 83 (20705 words) / Published: Jan 14th, 2009
The impact of customer relationship management on the financial performance of an organization
1
Chapter 1-Introduction
The impact of customer relationship management on the financial performance of an organization
2
1.1 Introduction
This chapter provides an overview of the dissertation in brief. Background of the study and rationale of the study are discussed in the first half. Then this chapter goes on to explain six research objectives and two research questions. Finally structure of the dissertation is discussed.
1.2 Research context
Customer relationship management, because of its nature, technological advancements, and its ability to attract and retain potential customers has received tremendous attention form the organizations. CRM when deployed effectively helps organization to focus directly on customer and succeed in customer-centric environment. The concept of customer relationship management (later referred as CRM) is not very old. It originated from the early 1990’s because of the emerging demands in the world
(Ling and Yen, 2001; Xu et al., 2002). The roots of customer relationship management can be seen in relationship marketing by which long-term profitability can be achieved through a shift from transaction-based marketing to customer retention by aiming at effective management (Christopher et al., 1991). The base of customer relationship management is relationship marketing and it stresses on profits generated through customer, lifetime value, retention and satisfaction created through implementing effective management (Chen and Popovich, 2003). Main aim of relationship marketing is to enable organizations to attain and maintain long-term healthy relationships with the customers in order to maximize profitability. While
CRM make use of information technology (IT) to effectively implement relationship marketing strategies (Ryals and Payne, 2001).
The importance of CRM has increased dramatically from the last decade and



References: Abbott, J., Stone, M. and Buttle, F. (2001), “Customer relationship management in practice – a qualitative study”, Journal of Database Marketing, Vol AboutBarclays. (2008), (http://www.newsroom.barclays.co.uk/Content/Detail.asp?ReleaseID=695&NewsAre aID=2: Accessed on 15/06/2008). Agarwal, A., Harding, D.P. and Schumacher, J.R. (2004), “Organizing for CRM”, McKinsey Quarterly, Vol Barclays (2008), (http://www.wikinvest.com/stock/Barclays_(BCS) Accessed on 18/06/08). Barclays PLC (2007), (http://www.mintuk.bvdep.com/version- 2008521/report.serv?seqnr=0&context=21DJSU&_cid=99#KEYFINANCIALS). Berry, L.L. (1995), “Relationship marketing of services – growing interest, emerging perspectives”, Journal of the Academy of Marketing Science, Vol Boyle, M.J. (2004), “Using CRM software effectively”, CPA Journal, Vol. 74 No. 7, p Brown, S.A. (2000), Customer Relationship Management: A Strategic Imperative in the World of e-Business, Wiley, Toronto; cited by; cited by Lindgreen A Antioco, M. (2005) “Customer relationship management: the case of a European bank”, Marketing intelligence and planning, Vol Buglear, J. (2001), “STATS Means Business: A guide to business statistics”, Butterworth Heinemann. Caves, R.E. and Porter, M. (1977), “From entry barriers to mobility barriers: conjectural decisions and contrived deterrence to new competition”, Quarterly Chen, I.J. and Popovich, K. (2003) “Understanding customer relationship management (CRM): People, process and technology”, Business Process Christopher, M., Payne, A. and Ballantyne, D. (1991) Relationship Marketing, Oxford: Butterworth Heinemann. Collis, J, and Hussey, R., 2003, Business Research: a practical guide for undergraduate and postgraduate students Coltman, T. (2007), “Can superior CRM capabilities improve performance in banking”, Journal of financial services marketing, Vol.12 No.2, pp Company report for Barclays PLC (2008), (https://fame.bvdep.com/version-200866/cgi/template.dll: Accessed on 16/06/2008). Corcoran, P.B., Walker, K.E. and Wals, A. (2004), Case studies, make-your-case studies, and case stories: a critique of case study methodology in sustainability in Corporate (2008), (http://www.sas.com/corporate/index.html: Accessed on 15/06/2008). Datamonitor, (2008), “UK commercial banking industry”, Industry profile. Day, G.S. (2003), “Creating a superior customer-relating capability”, MIT Sloan Management Review, Vol and Frederick H.K. Yim. (2004), “CRM: conceptualization and scale development”, European journal of marketing, Vol Densombe, M. (1998), The Good research Guide, Buckingham, Open university press. Dosi, G. (1988), “Sources, procedures and microeconomic effects of innovation”, Journal of Economic Literature, Vol Easterby-Smith, M., Thorpe, R. Lowe, A. (2002) Management research: An introduction (2nd edn), London, Sage: Cited by Saunders, M., Lewis, P A. (2003) Research Methods For Business students, third edition, FT, Prentice Hall. Eberl, M. and Schwaiger, M. (2004) “Corporate reputation: disentangling the effects on financial performance”, European journal of marketing, Vol (The) Economist (2003), “Banking on the technology cycle”, September 4; cited by Geib, M Eisenhardt, K.M. (1989), Building Theories from Case Study Research, The Academy of Management Review, Vol Feagin, J., Orum, A. and Sjoberg, G. (1991), A case for case study, Chapel Hill, NC: University of North Carolina Press. Foss, B. and Stone, M. (2002), CRM in financial services: A practical guide to making customer relationship management work, kogan page, London. Fox, T. and Stead, S. (2001), Customer Relationship Management: Delivering the Benefits, White Paper, CRM (UK) and SECOR Consulting, New Malden; cited by Leo Y.M. Sin, Alan C.B. Tse and Frederick H.K. Yim. (2004), “CRM: conceptualization and scale development”, European journal of marketing, Vol No.11/12, pp. 1264-1290. Ghauri, P. and Gronhaug, K. (2002), Research Methods in Business Studies, 2nd Edition, Essex: Prentice Hall. Gill, J. and Johnson, P. (2002), Research Methods for Managers, 3rd Edition, Kent: Sage Publications Ltd. Gordon, I. (2001), “CRM is a Strategy, Not a Tactic”, Ivey Business Journal, 66(2), 23-25. Greenberg, P. (2001), CRM at the Speed of Light: Capturing and Keeping Customers in Internet Real Time, Osborne/McGraw-Hill, Berkley, CA.

You May Also Find These Documents Helpful

  • Customer Relationship Management
  • customer relationship management
  • Customer Relationship Management
  • Customer Relationship Management
  • Customer Relationship Management
  • Customer relationship Management
  • Customer Relationship Management
  • Customer Relationship Management
  • Customer Relationship Management
  • Customer Relationship Management