As firms pay greater attention to managing their relationships with customers, there has been a proliferation of interest in Customer Relationship Management (CRM). However, what constitutes a CRM initiative exactly, or whether it can help a firm perform better, remains still unclear. This Working Paper by Professors Reinartz, Krafft, and Hoyer seeks to clarify some of these issues, conceptualizing, operationalizing and validating the construct of CRM implementation and measuring its impact on market performance.
Authors: Manfred Krafft, Wayne D. Hoyer, Werner Reinartz
Source: INSEAD Knowledge
Subjects: Customer Related, IT / Technology / E-Business