A study on the influencing relationship of key factors in CRM

Abstract

In today's highly competitive business world, customer relationship management (CRM) is emerging as a core marketing activity. Based investigation of the factors that influence the customers' willingness to engage in a relationship (CWER) and the customer relationship share (CRS), a conceptual model is derived by using theories taken from multi-disciplinary literature, including marketing, management, information systems, and e-commerce. It is mainly tested to determine (1) the effect of CWER and the customer satisfaction (CS) on CRS; (2) the effect of customers' attitude toward the firm on CWER; and (3) how customers' knowledge and belief about CRM program affect customers' attitude. Finally, this study also provides a framework for several avenues for scholarly research and lays a foundation for future research aimed at enhancing extant knowledge about factors influencing CWER and RS. © 2008 International Federation for Information Processing.