![]() – The purpose of this paper is to address two questions: what is the difference between relationship processes and purely product‐oriented processes? And to answer this question we should bear in mind what we mean by relationship, and why a customer is willing to establish and maintain a relationship at all. Furthermore, a difference in attention was found between the IS and Marketing literature: while researchers of the latter focused mainly on the adoption and use phases, IS researchers' attention was more evenly distributed over the lifecycle. It appears that less attention has been devoted to implementation issues and to the evolution and retirement phases. Selected publications were reviewed in a structured way and categorized according to the different phases in the CRM lifecycle: adoption, acquisition, implementation, use & maintenance, evolution and retirement. From both disciplines the top journals and a number of international conferences were analyzed. ![]() ![]() To provide as complete picture of CRM as possible, the Information Systems (IS) as well as the Marketing literature was systematically reviewed. The status of the CRM literature is investigated for the period of 2000 to 2005, in order to provide an overview of academic research on the subject and to identify gaps in the current literature.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |