客户关系管理.pdf

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InternationalJournalofBusinessandSocialScienceVol.2No.10;June2011

CustomerRelationshipManagementandItsRelationshiptotheMarketing

Performance

Dr.HishamSayedSoliman

Lecturer

DepartmentofBusinessManagement

FacultyofCommerce

CairoUniversity

Abstract

Purpose:Thispaperaimsatexploringthetheoreticalfoundationsofcustomerrelationshipmanagementand

itsrelationshiptothemarketingperformancefromtheseveralperspectives.

Design/methodology/approach:CRMwasderivedfromsystematiccomparativeanalysisoftherelevant

relationshipmarketingliterature,thereareadditionalelementsthatrelatingtotheimportantof

focusonmaincustomers,theorganizationalefficiencyandcustomerknowledgemanagement

elementsandtheirinfluenceonthemarketingperformance.

Findings:thestudyfiningsconcludedpositiverelationshipbetweenCRMandmarketingperformance.In

additionalto,beingeffectofthedimensionsofCRMonmarketingperformanceinfinancial

institutions.

Originality/value:thestudytreatsthequestionofCRManditsrelationshipmarketingperformancefor

marketingacademiciansandprofessionalsbyinvestigatingstructuralrelationshipamongfocuson

maincustomers,theorganizationalefficiencyandcustomerknowledgemanagement,andmarketing

performance.

KeyWords:CustomerRelationshipManagement(CRM)-MarketingPerformance-Re

数学毕业，从事大数据工作十几年，涉及二三十个行业

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