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Antecedents Of Customer Relationship Management Capabilities

Author

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  • Tuleu Daniela

    (Faculty of Economics and Business Administration, West University Timisoara,)

Abstract

Customer relationship management, as a process to manage customer relationship initiation, maintenance and termination to maximize the value of the relationship portfolio, is an evolving process. In recent years, the development of interactive technologies (social media) have revolutionized the interaction between firms and their customers and between customers. The impact of technology on CRM is improving ways of collecting and processing customer information and transforming communication with customers. In the context of the development of social networks, the introduction of social media applications in customer relationship management activities bring important changes in this area. Thus, managers need to pay attention to the interaction management as an important process of CRM and enhance the customer relationship management capabilities. The study propose a conceptual research model of several antecedents of customer relationship managements capabilities and provide the linkage between this antecedents and CRM capabilities. First, following review of existing research literature related to customer relationship management, there are some conceptual clarification on customer relationship management. Second, are presented the working concepts: the adoption of interactive technologies, customer concept, customer empowerment, customer relationship orientation and customer-centric management system. Then, it is proposed the conceptual model and finally are presented conclusions, managerial implications, limitations and research directions. From a theoretical perspective, this paper highlights the importance of marketing actions at the individual customer level and reveal the impact of adoption by companies of interactive technologies so that organizations have the opportunity to engage in conversations with customers and respond in real time the requirements that they launched the online environment. Nowadays, customers feel empowered and play an active role in the relationship with companies. The business must enhance existing capabilities or develop new capabilities in order to meet this challenge. If confirmation of the hypotheses specified relations, the development level of customer relationship management capabilities, managers should invest in interactive technology and human resources to facilitate the adoption of interactive technologies within the organization and customer relationship.

Suggested Citation

  • Tuleu Daniela, 2015. "Antecedents Of Customer Relationship Management Capabilities," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 1285-1294, July.
    • Handle: RePEc:ora:journl:v:1:y:2015:i:1:p:1285-1294
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    File URL: http://anale.steconomiceuoradea.ro/volume/2015/n1/152.pdf
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    References listed on IDEAS

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    More about this item

    Keywords

    customer relationship management; customer concept; customer empowerment; customer relationship orientation; customer-centric management system; interactive technologies;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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