Abstract
In today’s highly competitive business world, customer relationship management (CRM) is emerging as a core marketing activity. Based investigation of the factors that influence the customers’ willingness to engage in a relationship (CWER) and the customer relationship share (CRS), a conceptual model is derived by using theories taken from multi-disciplinary literature, including marketing, management, information systems, and e-commerce. It is mainly tested to determine (1) the effect of CWER and the customer satisfaction (CS) on CRS; (2) the effect of customers’ attitude toward the firm on CWER; and (3) how customers’ knowledge and belief about CRM program affect customers’ attitude. Finally, this study also provides a framework for several avenues for scholarly research and lays a foundation for future research aimed at enhancing extant knowledge about factors influencing CWER and RS.
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© 2008 International Federation for Information Processing
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Wang, W., Sun, S., Li, X. (2008). A Study on the Influencing Relationship of Key Factors in CRM. In: Xu, L.D., Tjoa, A.M., Chaudhry, S.S. (eds) Research and Practical Issues of Enterprise Information Systems II. IFIP International Federation for Information Processing, vol 255. Springer, Boston, MA. https://doi.org/10.1007/978-0-387-76312-5_20
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DOI: https://doi.org/10.1007/978-0-387-76312-5_20
Publisher Name: Springer, Boston, MA
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