TY - JOUR 
A1 - Elmerhaus, Robert
AU - Baena Graciá, Verónica
T1 - An opportunity to customer relationship management? A review-based analysis of success factors and success effect
Y1 - 2015
SN - 19492847

UR - http://hdl.handle.net/11268/4864
AB - In the age of virtualisation and globalisation, customer relationship management (CRM)
increasingly utilises new media for advertisement, customer contact, data management, servicing
and sales. However, the opportunities, risks and success factors of the application of these new
technologies have not been comprehensively explored to date. The study systematises new media
technologies for CRM in the form of a review and differentiates and synthesises new mediabased
opportunities, risks and success factors in CRM referring to the corporate value-added
process. It draws upon Kim, Zhao and Yang’s (2008) and Kim and Kim’s (2009) earlier research
and extends the framework based upon a more extensive literature review, adapting it to new
media applications. Success effects of new media usage at the shareholder and customer level are
elaborated. Therefore, this work provides academic research with a theoretically-founded
classification system for new media research that is applicable to CRM and neighbouring study
fields. Practitioners can also apply the category set to revise and organise their CRM strategy
regarding the technological options of new media. The study is the theoretical and structural
foundation to a planned empirical study on the success effects of new media in CRM.
KW - Customer relationship management
KW - Strategic marketing
KW - Servicio al cliente
KW - Relaciones de mercado
KW - Mercado
KW - Marketing
LA - eng
ER -