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The Forgotten Effects Model In A Crm Strategy

Author

Listed:
  • Gil Lafuente, A.M.
  • Luis Bassa, C.

    (Universidad de Barcelona)

Abstract

Caring and retaining the customers is now days a fundamental business strategy for the organizations, to confront the market pressures and the competitors’ innovations. Companies have done investments worth millions in customer service, market research, customized support and others. However, it still exists an important gap between the investment and the profit. In many cases recurrent claims are still present, and customer perception of services is not aligned with the business expectations about relationship management efforts. Faced with this apparent dissociation, it stands to reason that companies may be failing to take into account important aspects in their customer relationships, or may not be taking into account attributes that customers value when they want to be treated with a product or service. The purpose of this study is to explore through the Forgotten Effects Model, and reveal hidden attributes that customers value about a product or service in respect of the business objectives. The conclusion of the paper will show how some fundamental aspects of the dimensions of quality of service may be being overlooked.

Suggested Citation

  • Gil Lafuente, A.M. & Luis Bassa, C., 2011. "The Forgotten Effects Model In A Crm Strategy," Fuzzy Economic Review, International Association for Fuzzy-set Management and Economy (SIGEF), vol. 0(1), pages 3-19, May.
    • Handle: RePEc:fzy:fuzeco:v:xvi:y:2011:i:1:p:3-19
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    Citations

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    Cited by:

    1. Fabio Blanco-Mesa & Anna M. Gil-Lafuente & José M. Merigó, 2018. "Subjective stakeholder dynamics relationships treatment: a methodological approach using fuzzy decision-making," Computational and Mathematical Organization Theory, Springer, vol. 24(4), pages 441-472, December.

    More about this item

    Keywords

    customer relationship management; CRM; forgotten effects model; incidence relations; relational marketing; service quality attributes;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • C69 - Mathematical and Quantitative Methods - - Mathematical Methods; Programming Models; Mathematical and Simulation Modeling - - - Other

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