When are CRM Systems Successful? The Perspective of the User and of the Organization
The individual impact of CRM systems is strongly related to impact at the organizational level. Fit with the task of the user is key. CRM systems are successful in organizations that reward customer-centric behavior and that have an analytical decision style. Acceptance of a CRM system should be monitored over time.
|Keywords||Customer Relationship Management, marketing management support systems, survey research|
van Bruggen, G.H., & Wierenga, B.. (2005). When are CRM Systems Successful? The Perspective of the User and of the Organization (No. ERS-2005-048-MKT). ERIM report series research in management Erasmus Research Institute of Management. Retrieved from http://hdl.handle.net/1765/6909