CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SUCCESS FACTORS: AN EXPLORATORY STUDY

Abstract

Customer relationship management (CRM) can improve organization’s performance through applying customer knowledge and maintaining relationships with customers. Literature on CRM in an integrative fashion is sparse, rather issues are presented in isolation mostly focusing on technology ignoring other extra-organizational issues like social rapport and customer knowledge. Likewise, CRM success is poorly sketched and social rapport as a facilitator of knowledge generation has received little attention in the previous literature. Therefore, the main purpose of this research is to investigate the role of CRM, customer knowledge and social rapport on CRM success. The present study considers the Resource-based view in developing CRM success framework. A Qualitative research approach has been taken in this study where ten customer-service managers of different telecom operators of Bangladesh have been interviewed. To identify the factors along with their associated variables and also to further develop a research model a content analysis technique has been utilized. The results of the interviews identified three factors affecting CRM success. This paper also highlights the research and managerial implications of the model.