عنوان انگلیسی مقاله: 

 A MODEL FOR EVALUATING THE EFFECTIVENESS OF CRM USING THE BALANCED SCORECARD

ترجمه عنوان مقاله: مدلی برای ارزیابی اثر بخشی مدیریت ارتباط با مشتریان با استفاده از کارت امتیازی متوازن

رشته: مدیریت بازرگانی

سال انتشار: 2003

تعداد صفحات مقاله انگلیسی: 15 صفحه

منبع: JOURNAL OF INTERACTIVE MARKETING

نوع فایل: pdf

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Abstract

Customer relationship management (CRM) has become one of the leading business strategies in the new millennium. CRM is a broad term for managing business interactions with customers. The effectiveness of CRM can be measured as a satisfaction level achieved by CRM activities. Although CRM has emerged as a major business strategy for e-commerce, little research has been conducted in evaluating the effectiveness of CRM. Because it is difficult to demonstrate tangible returns on the resources expanded to plan, develop, implement, and operate CRM, the aim of our research is to measure the intangible attributes of these benefits, such as value enhancement, effectiveness, innovation, and service improvement. In this paper, we propose a customer oriented evaluation model for evaluating the effectiveness of CRM and then illustrate the model through a case study.

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