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Customer Relationship Management: In B2C Markets, Often Less Is More
內容大綱
Customer relationship management (CRM) is premised on the belief that developing a relationship with customers is the best way to gain their loyalty. It is argued that loyal customers are more profitable than nonloyal customers. Recently, academic researchers have questioned some of the key premises that are used to support CRM in general and relationship marketing and customer loyalty programs in particular. This article critically examines the assumptions that underpin CRM and presents the results of research that is skeptical of its value. CRM should be adopted only after a careful appraisal of its cost effectiveness.