Extending Customer Relationship Management to Value Chain Partners for Competitive Advantage

Chakravorti, Samit

doi:10.1080/15332660903344636

Cited by 13 publications

(5 citation statements)

References 20 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…After a few years, this will not remain just as a software but would become a concept for improving benefits for all the parties involved. Many organizations have realized that while implementing CRM the integration and interaction of partner organizations in value chain is necessary for delivering highvalued products and services to customers (Chakravorti, 2009;Day, Magnan, Webb & Hughes, 2008;Myers & Cheung, 2008). In a value chain, the supply chain of a company requires PRM just like the demand chain side of the company requires CRM.…”

Section: Literature Reviewmentioning

confidence: 99%

RETRACTED: PRM Scale: An Innovative Tool for Indian Automobile Sector

Agarwal

Singh

2014

Management and Labour Studies

View full text Add to dashboard Cite

The research study aims at developing a reliable partner relationship management (PRM) scale specific to Indian automobile sector. The review of literature on PRM has revealed a need to develop such scale for more effective implementation of PRM practices with sound value-laden relationship between the manufacturer and the channel partners. Literature review is followed by questionnaire development through depth interview with some of the automobile manufacturers and channel partners belonging to the northern and southern regions of India. A questionnaire survey was carried out and a standard methodology was used consisting of exploratory and confirmatory factor analysis for analyzing data and ultimately for scale development. Findings of the study revealed PRM as a multidimensional construct comprising five factors, namely organizational structure, trust, commitment, customization and market orientation. These factors should be given the utmost importance for relationship enhancement among channel partners specifically in the Indian automobile sector. The novelty of the research work lies in proposing a reliable and valid measurement instrument for enhancing PRM effectiveness.

show abstract

Section: Literature Reviewmentioning

confidence: 99%

RETRACTED: PRM Scale: An Innovative Tool for Indian Automobile Sector

Agarwal

Singh

2014

Management and Labour Studies

View full text Add to dashboard Cite

show abstract

“…Shankar and Winer, 2006; see also Homburg et al, 2009) and gain competitive advantage (e.g. Chakravorti, 2009).…”

Section: Fragmentation Of Crm: Wavementioning

confidence: 99%

Customer relationship management: the evolving role of customer data

Saarijärvi

Karjaluoto

Kuusela

2013

Marketing Intelligence &Amp; Planning

View full text Add to dashboard Cite

Purpose -Customer relationship management (CRM) developed a separate identity as a result of companies utilising customer data in managing customer relationships. In this evolution, CRM became a heavily company-oriented construct: customer data were used instrumentally to serve companies' purposes. However, as companies increasingly shift attention from selling products to serving customers, traditional CRM activities, such as segmentation and cross-selling, may prove inappropriate owing to their inherent orientation towards selling more products to customers. The perspective on customer data usage needs to better address the strategic goal of serving customers. Consequently, the purpose of the paper is to reconfigure the role of customer data within the CRM framework. Design/methodology/approach -CRM literature is briefly reviewed and a case study is conducted to empirically illustrate how customer data can be used also for the benefit of the customer. Findings -As a result, four CRM waves are identified that characterise the evolving role of customer data in CRM and help identify new directions for customer data usage. The focus is shifted from the internal to the external use of customer data: customer data are increasingly understood to be a resource for the customer's -not just the firm's -value creation. Originality/value -The paper introduces a fresh perspective to CRM by exploring the evolving role of customer data within the CRM framework. New directions for customer data are introduced that have major implications both theoretically and practically.

show abstract

“…O CRM tem por propósito, auxiliar na retenção de clientes, na construção de relacionamentos duradouros e na maximização do valor do cliente para a empresa (Wehmeyer, 2005). O CRM permite também melhorar o conhecimento da empresa sobre os clientes e aprimorar o processo de gestão de relacionamentos da empresa com clientes relevantes (Chakravorti, 2009). Jamali, Mehrabadi e Pouri (2017) apontaram que os clientes atuais querem desenvolver relacionamentos duradouros e benéficos com as organizações.…”

Section: Customer Relationship Management (Crm)unclassified

Por Onde Anda o Marketing de Relacionamento?

Hoeckesfeld

Cittadin²,

Hoffmann³

et al. 2023

View full text Add to dashboard Cite

O objetivo deste artigo teórico é propor uma discussão conceitual entre Marketing de Relacionamento (MR), Práticas Contemporâneas de Marketing (PCM) e Customer Relationship Management (CRM), por meio de um framework que apresente a “relação” entre esses três construtos e com isso sugerir uma agenda de pesquisa na área. A metodologia empregada foi a revisão narrativa. O método baseia-se na análise de literatura, interpretação e análise crítica do pesquisador. A pesquisa é pioneira ao englobar a discussão de três importantes conceitos: Marketing de Relacionamento, Práticas Contemporâneas de Marketing e CRM. Além disso, faz a proposição de uma agenda de pesquisas futuras. Os principais resultados incluem a criação de um framework teórico e proposição de agenda de pesquisa envolvendo Marketing de Relacionamento, Práticas Contemporâneas de Marketing e CRM. Este estudo contribui para a reflexão sobre conceitos de marketing de relacionamento envolvendo os novos modelos de relação, considerando as novas tecnologias e conexões estabelecidas a partir delas. As práticas de marketing aplicadas ao marketing de relacionamento e as ferramentas tecnológicas utilizadas para tal são desafios contemporâneos que merecem atenção por parte de profissionais e pesquisadores da área.

show abstract

Extending Customer Relationship Management to Value Chain Partners for Competitive Advantage

Cited by 13 publications

References 20 publications

RETRACTED: PRM Scale: An Innovative Tool for Indian Automobile Sector

RETRACTED: PRM Scale: An Innovative Tool for Indian Automobile Sector

Customer relationship management: the evolving role of customer data

Por Onde Anda o Marketing de Relacionamento?

Contact Info

Product

Resources

About