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CRM: A Conceptual Framework of Enablers and Perspectives

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  • Saeed Gholami
  • Muhammad Sabbir Rahman

Abstract

The paper aims to consider the neglected perspective of customer relationship management (CRM) under the perspective of business performance. This research also identifies the key types of enablers in the relationship between CRM and business performance. ?Base on a broad literature review and utilizing from the Meta analysis, the paper identifies micro and macro analysis as two main forms of CRM perspectives as well as four main elements of enablers in the CRM area. The research has addressed new venue for scholars to test and examine the role of enablers in the CRM implementation as well as business performance. ?This study emphasized on dual value creation in the cycle of CRM perspectives, enablers and business performance. In addition, the manuscript demonstrates the possible conduct of CRM analysis and enablers on practical sample for companies.

Suggested Citation

  • Saeed Gholami & Muhammad Sabbir Rahman, 2012. "CRM: A Conceptual Framework of Enablers and Perspectives," Business and Management Research, Business and Management Research, Sciedu Press, vol. 1(1), pages 96-105, March.
    • Handle: RePEc:jfr:bmr111:v:1:y:2012:i:1:p:96-105
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    References listed on IDEAS

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    1. Sheth, Jagdish N. & Sisodia, Rajendra S., 2002. "Marketing productivity: issues and analysis," Journal of Business Research, Elsevier, vol. 55(5), pages 349-362, May.
    2. Julia Merkel & Paul Jackson & Doreén Pick, 2010. "New Challenges in Retail Human Resource Management," Springer Books, in: Manfred Krafft & Murali K. Mantrala (ed.), Retailing in the 21st Century, pages 257-270, Springer.
    3. Morgan, Neil A. & Clark, Bruce H. & Gooner, Rich, 2002. "Marketing productivity, marketing audits, and systems for marketing performance assessment: integrating multiple perspectives," Journal of Business Research, Elsevier, vol. 55(5), pages 363-375, May.
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    Cited by:

    1. Amila Pilav-Velic & Anes Hrnjic & Ljubica Milanovic Glavan & Azra Hanic, 2015. "Added Values Of Social Crm: The Examination Of Customer Perspective," Economic Review: Journal of Economics and Business, University of Tuzla, Faculty of Economics, vol. 13(1), pages 59-72, May.
    2. Hussein A. Al-Homery & Azizah Ahmad & Hasbullah AsharaiS, 2019. "The Core Components and Types of CRM," Pakistan Journal of Humanities and Social Sciences, International Research Alliance for Sustainable Development (iRASD), vol. 7(1), pages :121-145, March.

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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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