Title: CRM technology: can adoption increase service quality and perceived value in maintenance services?
Authors: Rafael Paguio
Addresses: Victoria University, P.O. Box 14428, Melbourne, VIC 8001, Australia
Abstract: This paper investigates customer relationship management (CRM) technology|s value creation potential through service quality (SERVQUAL) considerations. Few studies have looked into the impact of CRM applications on service quality, an established antecedent of successful service business relationships. A survey and interviews with maintenance service customers in Singapore affirmed that functional service quality (SERVQUAL) is a significant factor of customer perceived value. Potential CRM applications features are generally perceived to be value-adding and those that are associated with the SERVQUAL service responsiveness dimension are rated most. Systematic and accessible customer information to facilitate response to service requests and issues is highly-valued. The expeditious communication of issue resolution is another favoured CRM feature. The results provide intelligence to service providers on the design of CRM-enabled customer service programmes. Future research can investigate other industrial services categories/other markets as well as other explanatory factors for CRM value perceptions.
Keywords: CRM applications; service quality; SERVQUAL; value creation; B2B services; industrial maintenance services; perceived value; business-to-business; customer relationship management; Singapore.
International Journal of Services Sciences, 2010 Vol.3 No.2/3, pp.250 - 268
Published online: 17 Mar 2010 *Full-text access for editors Access for subscribers Purchase this article Comment on this article