Articles liés à Addressing the drivers of Customer Relationship Management...

Addressing the drivers of Customer Relationship Management Systems: An insight on the effect of New Media in the German Service Sector - Couverture souple

Baena, Veronica; Elmerhaus, Robert

 
9783659858673: Addressing the drivers of Customer Relationship Management Systems: An insight on the effect of New Media in the German Service Sector
Couverture souple
ISBN 10 : 3659858676 ISBN 13 : 9783659858673
Editeur : LAP LAMBERT Academic Publishing, 2016

Synopsis

New media - i.e. web based strategies and tools - have become indispensable to customer relationship management (CRM). This study provides a comprehensive empirical analysis of German service-sector SMEs’ experience with new media in CRM, which is based on interviews and a statistical survey among 101 companies. The analysis reveals perceived opportunities, risks and success factors and evaluates to what extent the use of and insights into new media have an effect on SMEs’ CRM success. Findings reveal that SMEs successfully rely on a strategic mix of new media and personalized and individualized CRM. SMEs that have realized the opportunities and success factors of new media in CRM understand how to optimize the economic outcome of these strategies but frequently ignore their utility from their clients’ perspective.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Présentation de l'éditeur

New media - i.e. web based strategies and tools - have become indispensable to customer relationship management (CRM). This study provides a comprehensive empirical analysis of German service-sector SMEs’ experience with new media in CRM, which is based on interviews and a statistical survey among 101 companies. The analysis reveals perceived opportunities, risks and success factors and evaluates to what extent the use of and insights into new media have an effect on SMEs’ CRM success. Findings reveal that SMEs successfully rely on a strategic mix of new media and personalized and individualized CRM. SMEs that have realized the opportunities and success factors of new media in CRM understand how to optimize the economic outcome of these strategies but frequently ignore their utility from their clients’ perspective.

Biographie de l'auteur

Dr. Verónica Baena is a Full Professor/Chair in Marketing at Universidad Europea de Madrid (Madrid, Spain) Dr. Robert Elmerhaus is an executive assistant at a big German food manufacturer.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
LAP LAMBERT Academic Publishing
Date d'édition
2016
Langue
anglais
ISBN 10 
3659858676
ISBN 13 
9783659858673
Reliure
Broché
Nombre de pages
240
Coordonnées du fabricant
non disponible
Personne responsable
KreGa Onlinehandel GmbH
4950000000000
info@krega-onlinehandel.de

Birkenweg 31
Brakel
33034
Allemagne