SCI10.pdf. Gronroos, C.
Keywords Customer relations, Business process re-engineering, Relationship marketing,. Integration. Abstract Customer relationship management (CRM) is a combination of people, processes and technology that seeks to understand a company's customers. It is an integrated approach to managing relationships by
Keywords: Customer Relationship Management, Consumer Behavior, Customer Loyalty. 1. Introduction. Customer relationship management (CRM) is a management strategy that unites information technology with marketing. It originated in the United States in the late 1990's, and, to date, has been accepted in a significant
DEFINING CRM. The preceding discussions highlight the range of perspectives adopted by researchers in understanding and explaining relationships. Similarly in marketing literature, the terms customer relationship management and relationship marketing have been used interchangeable to reflect a variety of themes and
1.1 EMERGENCE OF CRM. The origins of a relationship-based approach to a firm's management emerged from academics and practitioners in the fields of strategy, marketing and supply chain management (Bagozzi, 1974, 1975; Berry, 1983; Osarenkhoe,. 1992; Gummesson, 1999; Zineldin, 2000; Nielsen et al., 2003;
CRM will also benefit your company by allowing you to: • Develop superior services and products that meet your customers' identified needs. • Enhance marketing towards the most profitable customers to improve your bottom line. • Improve efficiency by providing support and services to customers online (through frequently
Those who do not practice Customer Relationship Marketing (CRM) may not have to—yet. But they will. They will if they are to survive in this millennium, if they are to sustain profitable growth in the face of diminishing returns from the marketing waves that preceded CRM. There are three such waves, which, collectively

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March 2018