A CRM performance measurement framework: Its development process and application

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We suggest a performance measurement framework called a customer relationship management (CRM) scorecard to diagnose and assess a firm's CRM practice. The CRM scorecard was developed through a rigorous and stepwise development process collaborated with a number of firms in a variety of industries. During the development process, we conducted an extensive literature review to build a theoretical causal map, in-depth interviews with practitioners to extract a hierarchical map from industrial perspectives, feasibility tests to check whether or not Key Performance Indicators (KPI) could be measured, and Analytic Hierarchy Process (AHP) analysis to prioritize the evaluation factors on the CRM scorecard. The CRM scorecard contains antecedent/subsequent and objective/perceptual evaluation factors in four different perspectives to comprehensively measure corporate CRM capability and readiness. To illustrate the applicability of the proposed CRM scorecard,we apply the framework to a retail bank in Korea well-known for its exemplary CRM strategy. (C) 2008 Elsevier Inc. All rights reserved.
Publisher
ELSEVIER SCIENCE INC
Issue Date
2009-05
Language
English
Article Type
Article
Keywords

CUSTOMER RELATIONSHIP MANAGEMENT; MARKET ORIENTATION; COMPETITIVE ADVANTAGE; INFORMATION-SYSTEMS; RELATIONAL EXCHANGES; BALANCED SCORECARD; CONSUMER LOYALTY; SALES FORCE; MODEL; TECHNOLOGY

Citation

INDUSTRIAL MARKETING MANAGEMENT, v.38, no.4, pp.477 - 489

ISSN
0019-8501
DOI
10.1016/j.indmarman.2008.04.008
URI
http://hdl.handle.net/10203/18959
Appears in Collection
MT-Journal Papers(저널논문)
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