Customer Relationship Management: Its Dimensions and Effect on Customer Outcomes

Despite the rapidly growing customer relationship management (CRM) literature, the dimensions of CRM and their effects on customer outcomes remain equivocal. In this research, we first identify the requisite activities for effective CRM implementation. We then investigate their effect on customer sa...

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Bibliographic Details
Published in:The Journal of personal selling & sales management 2004-10, Vol.24 (4), p.263-278
Main Authors: Hong-kit Yim, Frederick, Anderson, Rolph E., Swaminathan, Srinivasan
Format: Article
Language:English
Subjects:
Brand loyalty
Customer relationship management
Customer retention
Customer satisfaction
Customers
Effectiveness
Knowledge management
Loyalty
Marketing
Marketing strategies
Relationship marketing
Sales growth
Sales management
Sales personnel
Salespeople
Studies
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Summary:Despite the rapidly growing customer relationship management (CRM) literature, the dimensions of CRM and their effects on customer outcomes remain equivocal. In this research, we first identify the requisite activities for effective CRM implementation. We then investigate their effect on customer satisfaction, customer retention, and sales growth. Results indicate that managers need to think beyond the technological components of CRM and focus on four key CRM dimensions to significantly enhance customer loyalty and sales growth. In our analysis and discussion, we examine the expanding role of salespeople in successful CRM implementation and outcomes.
ISSN:0885-3134
1557-7813
DOI:10.1080/08853134.2004.10749037