The Customer Relationship Management Process: Its Measurement and Impact on Performance

  title={The Customer Relationship Management Process: Its Measurement and Impact on Performance},
  author={Werner J. Reinartz and Manfred Krafft and Wayne D. Hoyer},
  journal={Journal of Marketing Research},
  pages={293 - 305}
An understanding of how to manage relationships with customers effectively has become an important topic for both academicians and practitioners in recent years. However, the existing academic literature and the practical applications of customer relationship management (CRM) strategies do not provide a clear indication of what specifically constitutes CRM processes. In this study, the authors (1) conceptualize a construct of the CRM process and its dimensions, (2) operationalize and validate… 

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