Why Do Customer Relationship Management Applications Affect Customer Satisfaction?
Journal of MarketingPublished 16 September 2005
Sunil Mithas, Mayuram S. Krishnan, Claes Fornell
Citations784
SJR quartileQ1
SJR score13.39
SNIP5.22
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Abstract
This research 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 article also shows that gains in customer knowledge are enhanced when firms share their customer-related information with their supply chain partners.
Keywords
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