مقاله انگلیسی رایگان در مورد تاثیر سیستم های مدیریت ارتباط با مشتری بر عملکرد شرکت – الزویر ۲۰۱۷

elsevier

 

مشخصات مقاله
انتشار مقاله سال ۲۰۱۷
تعداد صفحات مقاله انگلیسی  ۱۴ صفحه
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منتشر شده در نشریه الزویر
نوع مقاله ISI
عنوان انگلیسی مقاله The effect of Customer Relationship Management systems on firm performance
ترجمه عنوان مقاله تاثیر سیستم های مدیریت ارتباط با مشتری بر عملکرد شرکت
فرمت مقاله انگلیسی  PDF
رشته های مرتبط مدیریت
گرایش های مرتبط مدیریت کسب و کار، بازاریابی
مجله مجله بین المللی سیستم های اطلاعات حسابداری – International Journal of Accounting Information Systems
دانشگاه University of North Texas – United States
کلمات کلیدی مدیریت ارتباط با مشتری (CRM) ، کارایی، فناوری اطلاعات
کد محصول E5315
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۱٫ Introduction

The extant literature does not thoroughly investigate the benefits of Customer Relationship Management (CRM) systems. CRM systems are different from enterprise resource planning (ERP) and supply chain management (SCM) systems in that they focus on relationships with customers. Therefore, it could be argued that CRM systems can have the greatest effect on firm performance. Thus far, the research finds evidence that CRM systems do improve customer satisfaction (Mithas et al., 2005), but implementing CRM systems does not improve stock returns or profitability (Hendricks et al., 2007). This raises the question: If there are no measurable benefits achieved while implementing CRM systems, then why do companies continue to invest heavily in them? CRM is a strategic approach to marketing that focuses on developing and maintaining appropriate relationships with customers often with the aid of information technology (IT), or CRM systems (Payne and Frow, 2005). In their attempts to define what CRM is, Payne and Frow (2005) state that, “CRM provides enhanced opportunities to use data and information to both understand customers and cocreate value with them. This requires a cross-functional integration of processes, people, operations, and marketing capabilities that is enabled through information, technology, and applications.” Simply put, the purpose of CRM is to develop and maintain relationships with customers. This notion is supported by Coltman et al. (2011) and Krasnikov et al. (2009), as these papers show that implementing CRM management philosophies positively affects performance. However, the literature looking specifically at CRM systems is lacking in conclusive results. Vendors that sell CRM systems boast of the numerous benefits that these systems provide such as improving profitability, customer satisfaction, sales productivity, and sales predictability (Taber, 2013). Given these benefits, it is not surprising that companies were forecasted to spend $23.9 billion on CRM systems in 2014 (Gartner, 2014). However, it is surprising that the academic literature identifies few tangible benefits of CRM systems given the large investments and capabilities of the systems. It is possible that many companies overestimated the benefits of CRM systems, underutilized their CRM systems, inadequately trained their company staff to use CRM systems, or simply received too much information from their CRM systems (Taber, 2014).

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