文章基本信息

标题：Análisis de la relación entre el grado de introducción de CRM y los beneficios de la empresa a través del Desempeño Organizacional y la Innovación Empresarial
其他标题：ANALYSIS OF THE RELATIONSHIP BETWEEN THE DEGREE OF INTRODUCTION OF CRM AND THE BENEFITS OF THE COMPANY THROUGH ORGANIZATIONAL PERFORMANCE AND BUSINESS INNOVATION
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作者：Vicente Guerola-Navarro ; Raúl Oltra-Badenes ; Hermenegildo Gil-Gomez 等
期刊名称：3C Empresa
电子版ISSN：2254-3376
出版年度：2020
卷号：9
期号：1
页码：67-87
DOI：10.17993/3cemp.2020.090141.67-87
出版社：Área de Innovación y Desarrollo, S.L.
摘要：Los sistemas Customer Relationship Management (CRM) son una solución tecnológica de gestión empresarial, cuyo objetivo principal es lograr información de gestión crítica para la toma de decisiones de negocio, desde un punto de vista de todos los niveles jerárquicos de una organización. Por este motivo, estos sistemas de información, junto con otros como pueden ser los Enterprise Resources Planning (ERP), son una de las soluciones tecnológicas que más interés ha suscitado en los últimos tiempos. Ese interés viene derivado por la evidencia clara de que la implantación y uso de sistemas CRM en la empresa genera beneficios en las áreas de ventas, marketing, y servicios. Sin embargo, un sistema CRM puede utilizarse en diferente medida dentro de una empresa, ya que tiene diferentes módulos y funcionalidades, que pueden activarse o no, y emplearse en mayor o menor medida. Por tanto, los beneficios que genera un CRM pueden variar en función de su grado de utilización.
其他摘要：Customer Relationship Management (CRM) systems are a business management technology solution, whose main objective is to achieve critical management information for business decision-making, from the point of view of all the hierarchical levels of an organization. For this reason, these information systems, along with others such as Enterprise Resources Planning (ERP), are one of the technological solutions that has aroused the most interest in recent times. This interest is derived from the clear evidence that the implementation and use of CRM systems in the company generates benefits in the areas of sales, marketing, and services. However, a CRM system can be used to a different extent within a company, since it has different modules and functionalities, which can be activated or not, and used to a greater or lesser extent. Therefore, the benefits generated by a CRM may vary depending on its degree of use. The research presented in this work has as main objective to analyze the relationship that may exist between the degree of implementation and use of the CRM on the one hand, and the benefits obtained by the companies on the other. These benefits are studied from the point of view of Innovation and Performance of the organization that uses the CRM. As a result, a model is obtained that relates the degree of introduction of CRM and the benefits of the company through Organizational Performance and Business Innovation.
关键词：Enterprise Relationship Management; Business Analytics; Customer Relationship Management; CRM; Gestión del Conocimiento; Desempeño organizacional; Innovación.
其他关键词：Enterprise Relationship Management; Business Analytics; Customer Relationship Management; Knowledge Management; Organizational performance; Innovation;