A conceptual model of customer relationship management alignment
The paper proposes a conceptual model of customer relationship management (CRM) alignment. The research adopts the business-information systems (IS) strategic alignment model, CRM process and technology perspectives and effectiveness of CRM as a basis. Based on a review of CRM, we propose CRM alignm...
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| Main Authors: | , , , , , |
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| Other Authors: | |
| Format: | Book Section |
| Published: |
International Association for Development of the Information Society
2012
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| Subjects: | |
| Online Access: | http://eprints.utm.my/id/eprint/35750/ http://www.iadisportal.org/digital-library/a-conceptual-model-of-customer-relationship-management-alignment |
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| Summary: | The paper proposes a conceptual model of customer relationship management (CRM) alignment. The research adopts the business-information systems (IS) strategic alignment model, CRM process and technology perspectives and effectiveness of CRM as a basis. Based on a review of CRM, we propose CRM alignment to consist of business-IS strategic alignment and CRM process-IS alignment. The impact of CRM alignment is CRM performance that is modeled using the Balanced Scorecard framework. As the research is in-progress, the results of pilot study are presented in the paper. |
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