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Why Do Customer Relationship Management Applications Affect Customer Satisfaction?
Ist Teil von
Journal of marketing, 2005-10, Vol.69 (4), p.201-209
Ort / Verlag
Chicago: American Marketing Association
Erscheinungsjahr
2005
Link zum Volltext
Quelle
EBSCOhost Business Source Ultimate
Beschreibungen/Notizen
This research evaluates the effect of customer relationship management (CRM) on customer knowledge and customer satisfaction. An analysis of archival data for a cross-section of U.S. firms shows that the use of CRM applications is positively associated with improved customer knowledge and improved customer satisfaction. This article also shows that gains in customer knowledge are enhanced when firms share their customer-related information with their supply chain partners.