Research model for measuring the impact of Customer Relationship Management (CRM) on performance indicators.

[EN] Customer Relationship Management (CRM) has established itself as one of the fastest growing business management technology solutions in recent years, which makes it a key tool for companies that seek sustainable commercial success over time. The three CRM modules (sales, marketing, and services...

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Detalles Bibliográficos
Autores: Guerola-Navarro, Vicente|||0000-0002-0367-6319, Oltra Badenes, Raúl Francisco|||0000-0002-1522-8230, Gil Gómez, Hermenegildo|||0000-0002-7985-2454, Gil-Gómez, José-Antonio|||0000-0001-9954-2480
Tipo de recurso: artículo
Fecha de publicación:2021
País:España
Institución:Universitat Politècnica de València (UPV)
Repositorio:RiuNet. Repositorio Institucional de la Universitat Politécnica de Valéncia
Idioma:inglés
OAI Identifier:oai:riunet.upv.es:10251/188178
Acceso en línea:https://riunet.upv.es/handle/10251/188178
Access Level:acceso abierto
Palabra clave:Customer Relationship Management
CRM
CRM Practices
Customer Knowledge Management
Innovation Capability
Firm Performance
LENGUAJES Y SISTEMAS INFORMATICOS
ORGANIZACION DE EMPRESAS
Descripción
Sumario:[EN] Customer Relationship Management (CRM) has established itself as one of the fastest growing business management technology solutions in recent years, which makes it a key tool for companies that seek sustainable commercial success over time. The three CRM modules (sales, marketing, and services) are a definitive tool to obtain better business results through the customer-centred approach of modern marketing theories.

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