초록 열기/닫기 버튼
It seems to be common sense that firms should build and maintain relationships withcustomers in order to increase sales and profits. Therefore, many financial firms haveinvested in customer relationship management (CRM). Despite the importance of CRM, fewstudies focus on the domains of CRM and on the effects of them on performances. Thecurrent study first identifies the domains for effective CRM implementation. The study thenexamines the effects of the domains of CRM orientation on customer satisfaction, customerretention, and sales growth. The results reveal that marketing managers should considerbeyond the technological components of CRM and focus on core CRM domains in order tosignificantly enhance customer retention and sales growth. The study discusses the criticalrole of salespeople in successful CRM implementation and performances.
