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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SUCCESS FACTORS: AN EXPLORATORY STUDY
2015
Ecoforum
Customer relationship management (CRM) can improve organization's performance through applying customer knowledge and maintaining relationships with customers. Literature on CRM in an integrative fashion is sparse, rather issues are presented in isolation mostly focusing on technology ignoring other extra-organizational issues like social rapport and customer knowledge. Likewise, CRM success is poorly sketched and social rapport as a facilitator of knowledge generation has received little
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