Customer relationship management: Finding value drivers Academic Article uri icon

abstract

  • Despite significant interest from both academicians and practitioners, customer relationship management (CRM) remains a huge investment with little measured payback. Intuition suggests that increased management of customer relationships should improve business performance, but this intuition has only inconsistent empirical or real world support. To remedy this situation, this study identifies a core group of expected CRM benefits and examines their ability to increase a firm's value equity, brand equity and relationship equity which are components of customer equity. Ten propositions explore the anticipated effects of these drivers and form an agenda for future research. These propositions establish a framework for measuring CRM and supporting the link between CRM and performance. 2006 Elsevier B.V. All rights reserved.

published proceedings

  • Industrial Marketing Management

altmetric score

  • 3

author list (cited authors)

  • Richards, K. A., & Jones, E.

citation count

  • 195

complete list of authors

  • Richards, Keith A||Jones, Eli

publication date

  • April 2008