an empirical study to analyze crm strategy using bsc

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ID: 161448
2012
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Abstract
In the new marketing paradigm that is based on the relationship marketing, corporations and organizations look for retaining and enhancing the long run relationships with their customers. Customer relationship management (CRM) as a heart of the new marketing paradigm includes numbers of mechanisms that endeavor to manage sustainable and profitable long-term relations with valuable customers. Every year, there are many programs and resources dedicated for marketing strategy and planning. Evaluation of these endeavors especially the CRM strategy is much important. Hence, the primary purpose of this research is to analyze CRM using balanced scorecard as a valuable strategic tool. Required data was gathered from one of the biggest commercial banks of Iran and they were analyzed using BSC and statistical software packages. Results indicate that there is a meaningful relationship between 3 main aspects of CRM strategy and 4 main aspects of BSC.
Reference Key
kahreh2012managementan Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors ;Zahra Safari Kahreh;Alireza Shirmohammadi;Mohammad Safari Kahreh
Journal Journal of ethnobiology and ethnomedicine
Year 2012
DOI
DOI not found
URL
http://www.growingscience.com/msl/Vol2/msl_2012_97.pdf
Keywords
customer relationship management

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