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When are CRM Systems Successful? The Perspective of the User and of the Organization

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  • van Bruggen, G.H.
  • Wierenga, B.

Abstract

The individual impact of CRM systems is strongly related to impact at the organizational level. Fit with the task of the user is key. CRM systems are successful in organizations that reward customer-centric behavior and that have an analytical decision style. Acceptance of a CRM system should be monitored over time.

Suggested Citation

  • van Bruggen, G.H. & Wierenga, B., 2005. "When are CRM Systems Successful? The Perspective of the User and of the Organization," ERIM Report Series Research in Management ERS-2005-048-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    • Handle: RePEc:ems:eureri:6909
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    More about this item

    Keywords

    Customer Relationship Management; marketing management support systems; survey research;
    All these keywords.

    JEL classification:

    • C44 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - Operations Research; Statistical Decision Theory
    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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