The customer relationship management process: Its measurement and impact on performance

For your marketing

Possible founder application

Build product analytics around the whole lifecycle and connect usage metrics to commercial outcomes.

Reported result

What the study found

CRM process capabilities are measurable and relate to firm performance; acquisition, maintenance and termination processes should be managed as a system.

Research question

What the authors investigated

How can CRM processes be measured, and how do they relate to performance?

Design

Cross-sectional empirical measurement model

Sample and setting

Firms managing customer relationships across industries.

Scope and transfer

Limitations to keep in view

Abstract-only evidence; the setting/design limits generalization beyond the studied context.

Research sources

Publisher abstract