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Incorporated Definition of Customer Relationship Management towards Successful Performance
Current Issue
Volume 1, 2014
Issue 6 (December)
Pages: 57-62   |   Vol. 1, No. 6, December 2014   |   Follow on         
Paper in PDF Downloads: 94   Since Aug. 28, 2015 Views: 2575   Since Aug. 28, 2015
Authors
[1]
Zahra Ehsani, Faculty of Management, Universiti Technologi Malaysia, Skudai, Johor Bahru, Johor, Malaysia.
[2]
Noor Hazarina Hashim, Faculty of Management, Universiti Technologi Malaysia, Skudai, Johor Bahru, Johor, Malaysia.
Abstract
The definitions of Customer Relationship Management (CRM) have been varied, the inexistence of an agreement definition of CRM leads to unexpected outcomes from the performance of CRM. Hence, this paper attempts to come out with an incorporated definition of CRM from the existing literatures in the fields of marketing, management, and information technology. This definition could provide great help for researchers in the field of CRM. In addition, this incorporated definition of CRM could enhance the successful performance of CRM.
Keywords
Customer Relationship Management (CRM), Relationship Marketing (RM), CRM towards Successful Performance
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