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The inevitable role of human in CRM success: digging deep the human CSFs

Jan, Muhammad Tahir (2011) The inevitable role of human in CRM success: digging deep the human CSFs. JM International Journal of Services Marketing, 1 (2). pp. 111-120. ISSN 2229-6131

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Abstract

The main purpose of this paper is to enhance the CRM literature through the development of a conceptual model highlighting the impact of human related CSFs on CRM success. A qualitative methodology has been used by extensively reviewing the extant literature on the topic. Evidences suggest that CRM can be successful when a company successfully retain the customers; however, for customer retention customer satisfaction is necessary. Both customer satisfaction and retention are possible by efficiently aligning different CSFs related to CRM. Literature confirms that CSFs related to human are vital if a company wants to reap the benefits of CRM. The present paper, therefore, extracted those human CSFs which positively impact CRM success and more importantly customer satisfaction. It also complements the recent research that has been conducted on exploring the role of human CSFs in CRM success. Finally, a model has been proposed for future testing.

Item Type: Article (Journal)
Additional Information: 6828/26707
Uncontrolled Keywords: Customer Relationship Management (CRM), CRM Success, Human CSFs, Customer satisfaction
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > HF5001 Business. Business Administration
H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5410 Marketing. Distribution of products
Kulliyyahs/Centres/Divisions/Institutes: Kulliyyah of Economics and Management Sciences > Department of Business Administration
Depositing User: Dr Muhammad Tahir Jan
Date Deposited: 15 Jul 2013 11:03
Last Modified: 15 Jul 2013 11:03
URI: http://irep.iium.edu.my/id/eprint/26707

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