9944517Customer_Relationship_Management

9944517Customer_Relationship_Management - A POST...

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Unformatted text preview: A POST IMPLEMENTATION EVALUATION MODEL FOR MEASURING CRM SYSTEM EFFECTIVENESS CHAPTER 1: INTRODUCTION & OVERVIEW TABLE OF CONTENTS .......................................................................................................................................................................... I CHAPTER 1: INTRODUCTION & OVERVIEW .......................................................................................... 1 1.1 B ACKGROUND ............................................................................................................................................ 1 1.3 A IM AND O BJECTIVES ................................................................................................................................. 6 1.3.1 Aim of the study ............................................................................................................................. 6 1.3.2 Objectives of the study ................................................................................................................... 6 1.4 R ESEARCH M ETHODOLOGY .......................................................................................................................... 7 1.5 S TRUCTURE OF THE D ISSERTATION ................................................................................................................ 8 REFERENCES ............................................................................................................................................... 10 _______________________________________________________________________ _ i A POST IMPLEMENTATION EVALUATION MODEL FOR MEASURING CRM SYSTEM EFFECTIVENESS CHAPTER 1: INTRODUCTION & OVERVIEW CHAPTER 1: INTRODUCTION & OVERVIEW 1.1 Background Customer Relationship Management (CRM) is now one of the leading business strategies, and one of the dynamic IT topics of this era (Bose, 2002; Kim et al.; 2003; Bose and Sugumaran, 2003). In the literature, there are many definitions for CRM, because as stated by Winer (2001) that customer relationship management stands different to different people and its not always the same for all the people. Thus researcher s, companies and vendors define CRM from their perspective, and as mentioned by Kellen (2002) there are three kinds of definitions in the market, technology centric, customer lifecycle centric, and strategy centric. In this study our target is to analyze the concept of post evaluation of the effectiveness of CRM being as an information system (IS). As defined by Lin, (2003) CRM system is a software system designed to empower a company to maximize profits by reducing costs and increasing revenue; to increase competitive advantage by streamlining operations; and to achieve business goals . On the other hand, it can be defined as managerial efforts to combine/integrate technologies and business processes used to understand a companys customer and to satisfy the needs during any given interaction (Kim et al., 2003; Bose, (Kim et al....
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This note was uploaded on 11/29/2010 for the course MBA_W MBA-147822 taught by Professor Anne during the Spring '09 term at Windsor.

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9944517Customer_Relationship_Management - A POST...

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