| Publisher | American Marketing Association | ||
|---|---|---|---|
| Format | 101.4KB PDF | Date added | 01 Oct 2005 |
| Topics | Knowledge and Data Management | ||
| Downloads | 100 | ||
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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