A model for evaluating the effectiveness of CRM using the balanced scorecard
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- Jonghyeok Kim
- The Research Center of Korea Telecommunication
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- Euiho Suh
- Department of Industrial Engineering at Pohang University of Science and Technology
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- Hyunseok Hwang
- Department of Industrial Engineering at Pohang University of Science and Technology
説明
<jats:p> Customer relationship management (CRM) has become one of the leading business strategies in the new millennium. CRM is a broad term for managing business interactions with customers. The effectiveness of CRM can be measured as a satisfaction level achieved by CRM activities. Although CRM has emerged as a major business strategy for e-commerce, little research has been conducted in evaluating the effectiveness of CRM. Because it is difficult to demonstrate tangible returns on the resources expanded to plan, develop, implement, and operate CRM, the aim of our research is to measure the intangible attributes of these benefits, such as value enhancement, effectiveness, innovation, and service improvement. In this paper, we propose a customer-oriented evaluation model for evaluating the effectiveness of CRM and then illustrate the model through a case study. </jats:p>
収録刊行物
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- Journal of Interactive Marketing
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Journal of Interactive Marketing 17 (2), 5-19, 2003-05
SAGE Publications
