RT Journal Article
T1 Success factors in a CRM strategy: technology is not all
A1 Cambra-Fierro, Jesús
A1 Vázquez-Carrasco, Rosario
A1 Olavarría Jaraba, Ana
A1 Centeno, Edgar
K1 CRM
K1 Resources
K1 Banking sector
AB Organisations today need to create, maintain and reinforce relationships with customers. Customer Relationship Management (CRM) seems to have helped firms to better understand their relationships. However, past studies have looked at technology and customer orientations (COs) as key factors. This paper aims to analyse the simultaneous effect of Market Orientation (MO) (rather than CO), Knowledge Management (KM) and other organisational factors in order to explain how to implement a successful CRM. Findings suggest that MO and KM may influence CRM success. Data also suggest that particular organisational factors such as employees, leadership and specific know-how may be key factors in determining the success of CRM. For efficiency resource management, this paper recommends to focus not as much in technology, but on programmes for selection, training and motivation of employees which may enhance CRM objectives. Companies may also pursue a higher customer value by putting in place and reinforcing KM schemes in specific know-hows about CRM.
PB Routledge
YR 2016
FD 2016-03-21
LK https://hdl.handle.net/10433/22439
UL https://hdl.handle.net/10433/22439
LA en
NO Cambra-Fierro, J. J., Centeno, E., Olavarria, A., & Vazquez-Carrasco, R. (2017). Success factors in a CRM strategy: technology is not all. Journal of Strategic Marketing, 25(4), 316-333.
NO Departamento de Organización de Empresas y Marketing. Universidad Pablo de Olavide.
DS RIO
RD May 14, 2026