Change Management : Antecedents and Consequences in Casino CRM

  title={Change Management : Antecedents and Consequences in Casino CRM},
  author={Sudhir H. Kale},
Customer Relationship Management (CRM) continues to attract increasing attention within the casino industry. While the vital role of change management in making CRM projects successful has been acknowledged for quite some time, there is little in extant literature to explain the nature and conduct of change management in the CRM context. This article posits that relevant change management is a prerequisite for successful implementation of a casino's CRM. Change management involves five key… CONTINUE READING


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