文章基本信息

标题：Research model for measuring the impact of customer relationship management (CRM) on performance indicators
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作者：Vicente Guerola-Navarro ; Raul Oltra-Badenes ; Hermenegildo Gil-Gomez 等
期刊名称：Economic Research
印刷版ISSN：1331-677X
出版年度：2021
卷号：34
期号：1
页码：2669-2691
DOI：10.1080/1331677X.2020.1836992
出版社：Juraj Dobrila University of Pula, Department of Economics and Tourism 'Dr. Mijo Mirkovic'
摘要：Customer Relationship Management (CRM) has established itself as one of the fastest growing business management technology solutions in recent years, which makes it a key tool for companies that seek sustainable commercial success over time. The three CRM modules (sales, marketing, and services) are a definitive tool to obtain better business results through the customer-centred approach of modern marketing theories.
关键词：Customer relationship management ; CRM ; CRM practices ; customer knowledge management ; innovation capability ; firm performance