Recommended Reading / Relationship / Theory

The Customer Relationship Management Process

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The Customer Relationship Management Process: Its Measurement and Impact on Performance
Werner Reinartz, Manfred Krafft and Wayne D. Hoyer

Journal of Marketing Research
Vol. 41, No. 3 (Aug., 2004), pp. 293-305
Published by American Marketing Association

An understanding of how to manage relationships with customers effectively has become an important topic for both academicians and practitioners in recent years. However, the existing academic literature and practical applications of customer relationship management (CRM) strategies do not provide a clear indication of what precisely constitutes CRM processes. In this study the authors (1) conceptualize a construct of the CRM process and its dimension, (2) operationalize and validate the construct, and (3) empirically investigate the organizational performance consequences of implementing CRM processes.

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