IT-Enabled Customer Relationship Management: An Exploratory Construct Development from the Content Analysis of Vendors Claims

摘要

This paper presents a classification of objectives of customer relationship management (CRM) applications. An initial tentative taxonomy is presented following a careful review of the literature in the fields of Decision Support Systems, Marketing Information Systems, Service Quality, Performance Measurement, Marketing Communication, Relationship Marketing, Web-site design, Inter-organisational systems. This is refined through a content analysis (using atlas-TI software) of publicly available literature from a selection of CRM vendors. Analysis shows that objectives vary widely but fall broadly into three themes