A Taxonomy of Objectives of IT-Enabled Customer Relationship Management as a Basis of Evaluation of CRM Success

摘要

The pmpose of this study is to develop a taxonomy of customer relationship management (CRM) objectives as a basis for the evaluation of the success of CRM applications. Because a key stakeholder in CRM applications is the customer, these objectives are investigated, mainly against seminal works in the marketing, information systems and operations management literature. In the second part of the paper, a set of objectives is developed for each category in the taxonomy. These could form the basis of an evaluation framework for CRM applications.