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Exploring the role of customer relationship management (CRM)systems in customer knowledge creationFarnoosh Khodakarami *, Yolande E. Chan 1School of Business, Queen’s University, Kingston K7L 3N6, CanadaA B S T R A C TThis study explores how customer relationship management (CRM) systems support customerknowledge creation processes [48], including socialization, externalization, combination and internali-zation. CRM systems are categorized as collaborative, operational and analytical. An analysis of CRMapplications in three organizations reveals that analytical systems strongly support the combinationprocess. Collaborative systems provide the greatest support for externalization. Operational systemsfacilitate socialization with customers, while collaborative systems are used for socialization within anorganization. Collaborative and analytical systems both support the internalization process by providinglearning opportunities. Three-way interactions among CRM systems, types of customer knowledge, andknowledge creation processes are explored
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مقاله (CRM (2014 ,
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تاریخ انتشار : دو شنبه 31 فروردين 1395 |
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