The antecedents for improving customer relationship management performance: organization value and customer value/ Samsudin Wahab, Nor Azila Mohd Noor and Ahmad Nawir Abu Amrin
Unlike the psychological consumerism cry of “Customer is the King”, the attributes of CRM have only come into sight in the recent decades. The attributes that among others include customer acquisition, retention and development are meaningless if both the organization top management and the practiti...
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| Pengarang-pengarang Utama: | , , |
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| Format: | Artikel |
| Bahasa: | English |
| Diterbitkan: |
University Publication Centre (UPENA)
2007
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| Subjek-subjek: | |
| Capaian Atas Talian: | http://ir.uitm.edu.my/19648/ http://ir.uitm.edu.my/19648/1/AJ_SAMSUDIN%20WAHAB%20JA%20T%2007.pdf |
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| Ringkasan: | Unlike the psychological consumerism cry of “Customer is the King”, the attributes of CRM have only come into sight in the recent decades. The attributes that among others include customer acquisition, retention and development are meaningless if both the organization top management and the practitioners are not aware of their roles in creating customer values. Harvey (2001) observes that only 17% of companies have incorporated customer acquisition, retention and development costs in their marketing plan. As such he has concluded that despite all the talks of the customer focus, there is only little evidence that senior executives have regular and direct contact with their customers. This is a matter for concern, definitely, as it is the responsibility of everybody to support the organization regardless of what the level or position he occupies and what strategy types may well surface and he implemented whether they belong to the marketing department, finance department or human resource department. |
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