عنوان انگلیسی مقاله:

The effect of CRM use on internal sales management control: An alternative mechanism to realize CRM benefits

ترجمه عنوان مقاله: اثر استفاده مدیریت ارتباط با مشتری در مدیریت فروش داخلی: مکانیسم جایگزین برای تحقق بخشیدن زایای CRM

رشته: مدیریت بازاریابی

سال انتشار: 2012

تعداد صفحات مقاله انگلیسی: 9 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

This case study investigates how effective internal sales management control is achieved through CRM use and why enhanced control is beneficial to firms, which are largely overlooked by the extant literature. The main theoretical lens is organizational control theories. Results show that CRM use strengthened formal control and informal control simultaneously. Formal control was significantly boosted by enhanced outcome measurability and process visibility of sales work. CRM use also facilitated informal control, by serving as the carrier of new institutional processes and sales philosophy, which bolstered clan control, and by functioning as tools for self-control.

Keywords: Customer relationship management (CRM), CRM use, Sales management control, Organizational control, Effect of CRM

مقدمه مقاله

Over the past decade, the application of customer relationship management (CRM) has experienced rapid growth. Between 2000and 2005, organizations spent 220 billion dollars implementing CRM solutions [35], to improve customer services, satisfaction, and retention [40,46]. However, prior research has produced equivocal results on the effects of CRM on firm performance. Although some studies (e.g., [9,40]) have provided evidence of positive relationship between CRM and performance, many academic and business reports have shown disappointing results. For example, Hendricks et al. [22] analyzed a sample of 80 announcements of CRM implementations, and found insignificant improvement on longterm stock price and profitability. Moreover, the Gartner Group has found that approximately 70% of CRM projects resulted in either losses or no bottom-line improvements in firm performance [45].

To account for the apparent discrepancy between the popularity of CRM implementation and lack of consistent research findings on CRM effectiveness, there is a need to take a closer look at how CRM is used to realize its full potential benefits. Indeed, researchers have recognized a lack of understanding of the mechanisms through which CRM affects firm performance (e.g., [6,18,45]).

 

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