Technological resources as critical success factors for Customer Relationship Management in a contemporary enterprise
More details
Hide details
Uniwersytet Ekonomiczny we Wrocławiu Wydział Zarządzania, Katedra Marketingu
Online publication date: 2022-03-28
Publication date: 2022-03-28
NSZ 2022;17(1):25–36
The research achievements presented in the article indicate that the adoption by the company and the implementation of the CRM concept may become a means of achieving market success, which is a competitive advantage, because by investing in a CRM strategy, they increase customer value and, consequently, improve their results. Although having quite a long history, this concept is still evolving, and scientists are identifying new research areas. It is favored by the development of modern technology, which as an integral element of CRM becomes necessary to achieve the organization's success. Undoubtedly, a successful CRM implementation requires integrating three critical aspects of the CRM process, people and technology. However, it is categorical to identify the critical success factors of CRM, including determining which technological resources are of the most significant importance. This will allow enterprises to use the potential of new technological generations in building a competitive advantage.
ADEBANJO, D., 2003. Classifying and selecting e-CRM applications: An analysis-based proposal, Management Decision, nr 41(5/6).
BAUER, H.H., GRETHER, M., LEACH, M., 2002. Building customer relations over the internet, Industrial Marketing Management, nr 31(2).
BELDI, A., CHEFFI, W., DEY, P.K., 2010. Managing customer relationship management projects: The case of a large French telecommunications company, International Journal of Project Management, nr 28(4).
BUCHNOWSKA, D., 2017. Systemy CRM w dobie konwergencji nowoczesnych technologii informacyjnych, Zarządzanie i Finanse. Journal of Management and Finance, vol. 15, nr 4.
BULL, C., 2010. Customer Relationship Management (CRM) systems, intermediation and disintermediation: The case of INSG, International Journal of Information Management, nr 30(1).
BUTLER, T., FITZGERALD, B., 1999. Unpacking the systems development process: an empirical application of the CSF concept in a research context, The Journal of Strategic Information Systems, nr 8(4).
CHANG W., PARK J.E., CHAIY S., 2010. How does CRM technology transform into organisational performance? A mediating role of marketing capability, Journal of Business Research, nr 63(8).
CHASE, P.R., 2000. Why CRM implementations fail and what to do about it, Scribe Software Corporation.
CHEN, I.J., POPOVICH, K., 2003. Understanding Customer Relationship Management (CRM): People, process and technology, Business Process Management Journal, nr 9.
DIGMAN, L.A., 1990. Strategic Management: Concepts, Decisions, Cases, 2nd edition, Homewood, IL: Irwin, Inc.
EID, R., 2007. Towards a successful CRM implementation in banks: An integrated model, The Service Industries Journal, vol. 27, nr 8.
EID, R., ELBELTAGI, I., ZAIRI, M., 2006. Making B2B international internet marketing effective: a study of critical factors using a case study approach, Journal of International Marketing, nr 14(4).
FARHAN, M.S., ABED, A.H., ELLATIF, M.A, 2018. A systematic review for the determination and classification of the CRM critical success factors supporting with their metrics, Future Computing and Informatics Journal, nr 3.
GUYNES, C., VANECEK, M.T., 1996. Critical success factors in data management, Information and Management, nr 30(4).
KIM, H.J, MCCAHON, C., MILLER, J., 2003. Service orientation for contact employees in Korean casual dining restaurants, International Journal of Hospitality Management, nr 22(1).
LIGHT, B., 2003. CRM packaged software: A study of organisational experiences, Business Process Management Journal, nr 9(5).
MENDOZA, L.E., MARIUS, A., PÉREZ, M., GRIMÁN, A.C., 2007. Critical success factors for a customer relationship management strategy, Information and Software Technology, nr 49(8).
NGAI, E.W.T., XIU, L., CHAU, D.C.K., 2009. Application of data mining techniques in customer relationship management: A literature review and classification, Expert Systems with Applications, nr 36(2).
OAKLAND, J.S., 1995. Total Quality Management – Text with Cases, Oxford: BH Ltd.
PAMSARI, M.B, DEHBAN, M., LULEMANI, H.K., 2013. Assessment of the key success factors of customer relationship management, Universal Journal of Management and Social Sciences, nr 3(4).
PAYNE, A., BALLANTYNE, D., CHRISTOPHER, M., 2005. A stakeholder approach to relationship marketing strategy: the development and use of the “six markets” model, European Journal of Marketing, nr 39, 7/8.
PEDRON, C.D., PICOTO, W.N., DHILON, G., CALDEIRA, M.F.M., 2016. Value focused objectives for CRM system adoption, Industrial Management & Data Systems, nr 116(3).
RAHIMI, I., BERMAN, U., 2009. Building a CSF framework for CRM implementation, Journal of Database Marketing & Customer Strategy Management, nr 16(4).
RANJAN, J., BHATNAGAR, V. 2008. Principles for successful a CRM in organizations, Direct Marketing: An International Journal, nr 1(1).
RAPP, A., TRAINOR, K.J., AGNIHOTRI, R., 2010. Performance implications of customer-linking capabilities: Examining the complementary role of customer orientation and CRM technology, Journal of Business Research, nr 63(11).
RICHARDS, K.A., JONES, E., 2008. Customer relationship management: Finding value drivers, Industrial Marketing Management, April, vol. 37.
RIGO, G.-E., DREBES PEDRON, C., CALDEIRA, M., SILVA DE ARAÚJO, C.C., 2016. CRM adoption in a higher education institution, Journal of Information Systems and Technology Management, vol. 13, nr 1.
SIN, L.Y.M., TSE, A.C.B., YIM, F.H.K., 2005. CRM: Conceptualization and scale development, European Journal of Marketing, nr 39(11/12).
SOMERS, T.M., NELSON, K., 2001. The impact of critical success factors across the stage of enterprise resource planning, [w:] Proceeding of the 34th Hawaii International Conference on System Sciences.
TIWANA, A., 2003. Przewodnik po zarządzaniu wiedzą: e-biznes i zastosowania CRM, Warszawa: Placet.
WILSON, H., DANIEL, E., MCDONALD, M., 2002. Factors for success in customer relationship management systems, Journal of Marketing Management, nr 18(1-2).
ZHOU, K.Z., LI, J.J., ZHOU, N., SU, C., 2008. Market orientation, job satisfaction, product quality, and firm performance: evidence from China, Strategic Management Journal, vol. 29, nr 9.
ELLATIF, M.A., 2007. A cluster technique to evaluate effect of ECRM on customers’ satisfaction of E-commerce websites, https://www.researchgate.net/p... (27.12.2021).
ESTEVES, J, PASTOR, J., 2001. Analysis of critical success factors relevance along SAP implementation phases, [w:] Proceedings from the 7th Americas Conference on Information System, https://www.researchgate.net/p... (03.01.2022).