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政大典藏 > College of Commerce > Department of MIS > Periodical Articles > Item 140.119/63852

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/63852

Title:	Measuring CRM Effectiveness: Construct Development, Validation, and Application of a Process-Oriented Model
Authors:	Chen, Ja-Shen;Yen, H. J. Rebecca;Li, Eldon Y.;Ching, Russell K.H. 陳家祥;嚴秀茹.;李有仁;Ching, R.K.H.
Contributors:	資管系
Keywords:	customer relationship management;information technology;relationship marketing;organisational climate;effectiveness;customer loyalty
Date:	2009-03
Issue Date:	2014-02-14 15:45:39 (UTC+8)
Abstract:	The quality of customer relationship management (CRM) is usually evaluated by outcome indicators such as customer loyalty and business performance. To maintain or improve these indicators, CRM managers should regularly evaluate the progress of CRM practices. In this paper, we propose and develop a construct, called CRM effectiveness (CRME), comprising three dimensions: relationship marketing (RM), customer-focused information technology (CFIT) and customer-focused organisational climate (CFOC). The development of CRME followed the three-stage methodology of Churchill (1979). A survey was conducted at 523 financial services institutions and 407 manufacturing companies in Taiwan with 221 usable returns. The survey evaluated reliability, convergent validity, discriminant validity and nomological validity of the construct. The results support the proposed construct and its three dimensions. The three dimensions and their measures offer a parsimonious and practical approach for evaluating CRME and identifying its strengths and weaknesses. They reflect the process perspective of CRME and provide a better operationalisation of CRME for businesses and researchers to apply in practices.
Relation:	Total Quality Management & Business Excellence, 20(3), 283-299
Data Type:	article
DOI link:	http://dx.doi.org/10.1080/14783360902719451
DOI:	10.1080/14783360902719451
Appears in Collections:	[Department of MIS] Periodical Articles

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