Value Creation from CRM Systems: Resources and Processes

DOI

10.2991/icebi.2010.75How to use a DOI?

Keywords

Customer Relationship Management, Business Process, Operational Benefits, Strategic Benefits, Firm Performance

Abstract

Building on the RBV and the processoriented view, we develop a conceptual model to study the value creation process of CRM systems. Analyzing a dataset of 82 Chinese firms, we find that the value of CRM resources stem from operational benefits (e.g. marketing cost reduction and efficiency gains in customer-oriented business processes) and strategic benefits (e.g. increased customer satisfaction and retention, product and service improvement, and improved sales forecast accuracy). Especially, Chinese firms use CRM systems to improve their firm performance mainly through reaping operational benefits.

Copyright

© 2010, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Shutao Dong
PY  - 2010/12
DA  - 2010/12
TI  - Value Creation from CRM Systems: Resources and Processes
BT  - Proceedings of the 1st International Conference on E-Business Intelligence (ICEBI 2010)
PB  - Atlantis Press
SP  - 546
EP  - 555
SN  - 1951-6851
UR  - https://doi.org/10.2991/icebi.2010.75
DO  - 10.2991/icebi.2010.75
ID  - Dong2010/12
ER  -