A UNIFIED DEFINITION OF CRM TOWARDS THE SUCCESSFUL ADOPTION AND IMPLEMENTATION
Journal Title: Academic Research International - Year 2011, Vol 1, Issue 1
Abstract
Attempts to define Customer Relationship Management (CRM) have been varied and many,reflecting the diverse academic backgrounds of CRM scholars. The inexistence of a unifieddefinition of CRM leads to undesired and unexpected outcomes from the adoption andimplementation of CRM. Hence, this paper attempts to come out with a unified definition of CRM.Content-analysis is carried out to find out the main and most important facets of CRM definitionfrom the existing literatures in the fields of marketing, management, and information system. Fromthe content analysis, this paper proposes a unified definition of CRM. This definition could providegreat help for researchers and practitioners in the field of CRM. In addition, this unified definitionof CRM could enhance the successful adoption and implementation of CRM.
Authors and Affiliations
Khalid Rababah, Haslina Mohd, Huda Ibrahim
Keywords
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