Why do customer relationship management applications affect customer satisfaction?

被引：380

作者：

Mithas, S ^{[1
]}

Krishnan, MS

Fornell, C

机构：

[1] Univ Maryland, Robert H Smith Sch Business, College Pk, MD 20742 USA

[2] Univ Michigan, Ross Sch Business, Natl Qual Res Ctr, Ann Arbor, MI 48109 USA

来源：

JOURNAL OF MARKETING | 2005年 / 69卷 / 04期

关键词：

D O I：

10.1509/jmkg.2005.69.4.201

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

页码：201 / 209

页数：9

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