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Why Do Customer Relationship Management Applications Affect Customer Satisfaction?

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19 out of 40 users found this white paper useful


Publisher American Marketing Association
Publisher Registration N/A
Topics Knowledge and Data Management Date added 01 Oct 2005
Downloads 54 Format 101.4KB PDF

The research discussed in this paper evaluates the effect of Customer Relationship Management (CRM) on customer knowledge and customer satisfaction. An analysis of archival data for a cross-section of U.S. firms shows that the use of CRM applications is positively associated with improved customer knowledge and improved customer satisfaction. This paper also shows that gains in customer knowledge are enhanced when firms share their customer related information with their supply chain partners.

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19 out of 40 users found this white paper useful


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