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Research model for measuring the impact of customer relationship management (CRM) on performance indicators

Author

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  • Vicente Guerola-Navarro
  • Raul Oltra-Badenes
  • Hermenegildo Gil-Gomez
  • Jose Antonio Gil-Gomez

Abstract

Customer Relationship Management (CRM) has established itself as one of the fastest growing business management technology solutions in recent years, which makes it a key tool for companies that seek sustainable commercial success over time. The three CRM modules (sales, marketing, and services) are a definitive tool to obtain better business results through the customer-centred approach of modern marketing theories.

Suggested Citation

  • Vicente Guerola-Navarro & Raul Oltra-Badenes & Hermenegildo Gil-Gomez & Jose Antonio Gil-Gomez, 2021. "Research model for measuring the impact of customer relationship management (CRM) on performance indicators," Economic Research-Ekonomska Istraživanja, Taylor & Francis Journals, vol. 34(1), pages 2669-2691, January.
    • Handle: RePEc:taf:reroxx:v:34:y:2021:i:1:p:2669-2691
    DOI: 10.1080/1331677X.2020.1836992
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    Cited by:

    1. Chaoyu Yin & Yihan Huang & Daehwan Kim & Kyungun Kim, 2023. "The Effect of Esports Content Attributes on Viewing Flow and Well-Being: A Focus on the Moderating Effect of Esports Involvement," Sustainability, MDPI, vol. 15(16), pages 1-22, August.

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