مقاله انگلیسی رایگان در مورد مدیریت ارتباط با مشتری، نوآوری و عملکرد – امرالد 2017

Customer relationship management (CRM) has been recognized since the mid 1990s; mainly to the fact that many industries were experiencing increased demand from their customers for high quality and less fuzzy access to service (Smith, 2006). Valmohammadi and Bladpass (2014) by literature note that CRM is a management approach that enables organizations to identify, attract and increase retention of profitable customers, by managing relationships with them, being employed in both developed and developing economies. CRM came into the spotlight when markets were getting more and more competitive. Two main drivers behind the surge of interest in CRM are advances in information technology (IT) and the increasing prominence of customer orientation as a fundamental business philosophy (Akroush et al., 2011). According to Light (2001), CRM evolved from business processes such as relationship marketing and the increased emphasis on improved customer retention through the effective management of customer relationships. Relationship marketing emphasises that customer retention affects company profitability in that it is more efficient to maintain an existing relationship with a customer than create a new one (Payne et al., 1999; Reichheld, 1996).Smith(2006) states that originally CRM was defined as a strategic relationship managing process that combined the best business practices, resources, knowledge management and appropriate CRM software of a company to better serve its customer’s personalized needs and to increase customer loyalty. It should be mentioned that CRM can be applied and utilized in both B2C and B2B marketing strategies using electronic- Customer Relationship Management (e-CRM).With the advancements in the field of IT and burgeoning application of cloud computing technology in organizations as Balco and Gregus (2014) argue has reduced investment and operation cost of organizations. Also, Lin et al., (2010) argue that CRM between manufacturing firms and industrial customers not only retains customers but also encourages them to provide important suggestions for improving products and service. Good customer relationship management (CRM) between manufacturing firms and industrial customers not only retains customers but also encourages them to provide important suggestions for improving products and service .CRM helps firms refine their knowledge about customers’ tastes and preferences.