It seems to be common sense that firms should build and maintain relationships with customers in order to increase sales and profits. Therefore, many financial firms have invested in customer relationship management (CRM). Despite the importance of CRM, few studies focus on the domains of CRM and on the effects of them on performances. The current study first identifies the domains for effective CRM implementation. The study then examines the effects of the domains of CRM orientation on customer satisfaction, customer retention, and sales growth. The results reveal that marketing managers should consider beyond the technological components of CRM and focus on core CRM domains in order to significantly enhance customer retention and sales growth. The study discusses the critical role of salespeople in successful CRM implementation and performances.
Abstract
Ⅰ. Introduction
Ⅱ. Conceptual Model
Ⅲ. Research Method
Ⅳ. Empirical Results
Ⅴ. Concluding Remarks
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