title: |
Value Creation from CRM Systems: Resources and Processes |
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publication: |
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part of series: |
Advances in Intelligent Systems Research | |
ISBN: |
978-90-78677-40-6 | |
ISSN: |
1951-6851 | |
DOI: |
doi:10.2991/icebi.2010.75 (how to use a DOI) | |
author(s): |
Shutao Dong |
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publication date: |
December 2010 |
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keywords: |
Customer Relationship
Management, Business Process,
Operational Benefits, Strategic Benefits,
Firm Performance |
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abstract: |
Building on the RBV and the processoriented view, we develop a conceptual
model to study the value creation process
of CRM systems. Analyzing a dataset of
82 Chinese firms, we find that the value
of CRM resources stem from operational
benefits (e.g. marketing cost reduction
and efficiency gains in customer-oriented
business processes) and strategic benefits
(e.g. increased customer satisfaction and
retention, product and service
improvement, and improved sales
forecast accuracy). Especially, Chinese
firms use CRM systems to improve their
firm performance mainly through reaping
operational benefits. |
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copyright: |
©
Atlantis Press. This article is distributed under the
terms of the Creative Commons Attribution License, which permits
non-commercial use, distribution and reproduction in any medium,
provided the original work is properly cited. |
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full text: |