文章基本信息

标题：Studying The Customer Relationship Management: A Case Study at Persian Technology Firm
本地全文：下载
作者：Hasan Darvish ; Ali Reza Kafashzadeh ; Hadi Ahmadnia 等
期刊名称：Petroleum-Gas University of Ploiesti Bulletin : Economic Sciences Series
印刷版ISSN：2284-8576
电子版ISSN：2247-8582
出版年度：2012
期号：2
页码：1-18
出版社：Petroleum-Gas University of Ploiesti
摘要：In the last decade, the ever increasing pressure of competition faced by businesses has led to the development of Customer Relationship Management (CRM). CRM has been widely promoted as a critical contributor to business survival. This research argues that CRM is not simply a software package or a computer program. CRM, instead, should be perceived as a strategic issue in order to realize its potential. In addition, this study also argues that CRM implementation is affected by organizational, strategic and cultural factors. This study was conducted within the Persian technology firm. Results suggest that there are positive relations between a company's CRM implementation and its practice of organizational, strategic, and cultural issues, In particular, three organizational issues organizational integration, executive commitment, system readiness, and ; three strategic issues – vision, planning, and customer-centred culture; and two cultural issue – networking - human interaction., have an impact on a company's CRM implementation
关键词：Customer Relationship Management; Relationship Marketing; vision; strategy; customer ;information; custom-centred culture; Persian technology firm; Iran