Customer Relationship Management

20711 Words83 Pages
The impact of customer relationship management on the financial performance of an organization
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Chapter 1-Introduction
The impact of customer relationship management on the financial performance of an organization
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1.1 Introduction
This chapter provides an overview of the dissertation in brief. Background of the study and rationale of the study are discussed in the first half. Then this chapter goes on to explain six research objectives and two research questions. Finally structure of the dissertation is discussed.
1.2 Research context
Customer relationship management, because of its nature, technological advancements, and its ability to attract and retain potential customers has received tremendous attention form the
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The impact of customer relationship management on the financial performance of an organization
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 Third research objective is to find the level of relationship between financial performance and CRM. This will determine whether CRM helps an organization to optimize its financial performance or not.
 Fourth research objective is to get an in-depth knowledge of the concepts of
CRM and financial performance and select a measure of them.
 Fifth research objective is to pinpoint the factors which derive an organization to implement CRM, and also the critical factors in its success and failure.
 The sixth and final research objective is to examine whether CRM software produces maximum revenues for the firm with respect to others in the same industry. This will help to clear the company position and performance in the industry. 1.5 Research questions
The objectives of this research were put together by considering the research questions. The objectives support the questions to be answered. This dissertation is based on the process of answer generation of the research questions. There are two research questions for this dissertation.
1- Do firms with successful CRM software in operation demonstrate superior financial performance?
Many management studies have argued that CRM has to be implemented in order to excel and compete in today’s competitive environment. It is advantageous to use
CRM solutions. These arguments stress on the use of CRM
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