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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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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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container_title	The Journal of personal selling & sales management
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creator	Hong-kit Yim, Frederick Anderson, Rolph E. Swaminathan, Srinivasan
description	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.
doi_str_mv	10.1080/08853134.2004.10749037
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source	JSTOR Archival Journals and Primary Sources Collection; BSC - Ebsco (Business Source Ultimate); Taylor and Francis Social Sciences and Humanities Collection
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
title	Customer Relationship Management: Its Dimensions and Effect on Customer Outcomes
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