Year: 2012
Type: article
Abstract: Customer Relationship Management (CRM) has grabbed the attention of both practice and research in the past decade, developing into an area of major significance. The focus of the CRM concept is to build a long-term and value-added relationship for both the organisation and customers. Governments – although considered late followers compared to the private industry – have been showing growing interest in CRM systems recently to help public and government agencies track and manage relationships with their constituents. In this article, we review existing literature to provide an understanding of the field. We also present a proposed CRM framework based on literature review and practice work. The proposed framework is envisaged to act as a practical management tool that provides a holistic overview of implementation phases, components of each phase, and associated critical success factors.
DOI: 10.5430/jms.v3n4p34
Author: Ali M. Al-Khouri
Language: English
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W2145125496