A measurement tool for customer relationship management processes

Purpose - Customer relationship management (CRM) projects have a low success rate, which can be solved by better measurement of CRM process. The purpose of this paper is to define the CRM processes within a company and propose a tool for CRM measurement.Design methodology approach - An empirical stu...

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Veröffentlicht in:	Industrial management + data systems 2011-01, Vol.111 (6), p.943-960
Hauptverfasser:	Öztay i, Ba ar, Sezgin, Selime, Fahri Özok, Ahmet
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand equity Brand loyalty Customer relationship management Customer retention Customer services Customers Design engineering Finance Industrial management Information systems Information technology Knowledge management Logistics Management Marketing Measurement techniques Performance evaluation Professionals Relationship marketing Studies Success factors
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