عنوان انگلیسی مقاله:

Paving the way for CRM success: The mediating role of knowledge management and organizational commitment

ترجمه عنوان مقاله: هموار کردن مسیر برای موفقیت CRM: نقش واسطه ای مدیریت دانش و تعهد سازمانی

رشته: مدیریت دانش

سال انتشار: 2014

تعداد صفحات مقاله انگلیسی: 12 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Abstract Paving the way for CRM success

Customer relationship management (CRM) has become one of the most influential technologies in the world, and companies are increasingly implementing it to create value. However, despite significant investment in CRM technology infrastructure, empirical research offers inconsistent support for its positive impact on performance. This study develops and tests a research model analyzing the process through which CRM technology infrastructure translates into organizational performance, drawing on the resource-based view (RBV) and the knowledge-based view (KBV) of the firm. Based on an international sample of 125 hotels, the results suggest that organizational commitment and knowledge management fully mediate this process.

Keywords: Customer relationship management (CRM), CRM success, CRM technology infrastructure, Organizational commitment, Knowledge management

مقدمه مقاله

Customer relationship management has become a top priority for companies and since the late 1990s, there has been an explosion of interest in CRM in both the literature and the business worlds [7,51]. In the current competitive environment, characterized by financial challenges and increasing competitiveness among firms, success depends on a firm’s ability to satisfy its customers. CRM has gained momentum, and companies all over the world are implementing it to improve custoer services, satisfaction, and retention [36].

The consultancy firm Gartner has noted that more than $20.4 billion was spent on CRM software in 2013 and in coming years, this figure is expected to continue to grow [27]. CRM has also been recognized as one of the key topics in Information Systems (IS) research [49]  and because it is considered an emerging field of inquiry, it is the subject of a great deal of interest within the research community [60]. CRM is considered a strategic approach to managing customer relationships to create both customer and shareholder value [51].

 

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