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Full-Text Articles in Business
Optimality Of Customer Relationship Management, Tae Ho Song, Ji Yoon Kim, Sang Yong Kim
Optimality Of Customer Relationship Management, Tae Ho Song, Ji Yoon Kim, Sang Yong Kim
Asia Marketing Journal
Managing customers based on customer equity (CE) has emerged as the most effective way of doing business because of its ability to foster profitable customer relationship management (CRM) through appropriate marketing activities. Most research studies provide conceptual and empirical evidence of the positive link between CE and firm performance. However, regarding this possibility, it has been suggested by some researchers that this link may not hold true for other firms with different firmographic factors, such as firm growth rate, size, and resources. As previous research emphasizes that marketing managers should implement a strategy based on their unique business environment, our …
The Benefits Of Sales Force Automation Explored, Jeong Eun Park, Betsy Bugg Holloway, Sung Ho Lee
The Benefits Of Sales Force Automation Explored, Jeong Eun Park, Betsy Bugg Holloway, Sung Ho Lee
Asia Marketing Journal
Sales force automation (SFA) technologies are increasingly used to support customer relationship management (CRM) strategies. However, the popular press reports mixed results among companies incorporating SF A. technologies and the previous studies have less interested in relationship quality between sales person and customer as an outcome of SF A. Actually the improved quality of the salesperson-customer relationship may be the most important outcome of SF A usage. This outcome is especially meaningful in today`s marketplace given the increasing focus placed on customer retention and other customer related performance such as customer lifetime value. Therefore, this study seeks to further examine …