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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
Stable URL: http://www.jstor.org/stable/30162340
Page Count: 13
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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 the practical applications of customer relationship management (CRM) strategies do not provide a clear indication of what specifically constitutes CRM processes. In this study, the authors (1) conceptualize a construct of the CRM process and its dimensions, (2) operationalize and validate the construct, and (3) empirically investigate the organizational performance consequences of implementing CRM processes. Their research questions are addressed in two cross-sectional studies across four different industries and three countries. The first key outcome is a theoretically sound CRM process measure that outlines three key stages: initiation, maintenance, and termination. The second key result is that the implementation of CRM processes has a moderately positive association with both perceptual and objective company performance.
Journal of Marketing Research © 2004 American Marketing Association