Title: Customer Relationship Management in service organisations: prospects, practices and areas of research

Authors: A.K. Saini; Puja Khatri; Kimi Thareja

Addresses: Guru Gobind Singh Indraprastha University, University School of Management Studies, Block 'D', Sector – 16C, Dwarka, Delhi – 110075, India. ' Guru Gobind Singh Indraprastha University, University School of Management Studies, Block 'D', Sector – 16C, Dwarka, Delhi – 110075, India. ' Institute of Cost and Works Accountants of India 3, Institutional Area, Lodhi Road, New Delhi – 110003, India; Guru Gobind Singh Indraprastha University University School of Management Studies, Block 'D', Sector – 16C, Dwarka, Delhi – 110075, India

Abstract: Customer Relationship Management (CRM) is a |key success factor| for enhancing profitability of firms, especially in the service organisations. The last two decades have witnessed CRM to be an extensively researched and practiced field of management. This paper endeavours to encapsulate the concept available literature on CRM, both with national and international perspective. It seeks to epitomise the concept and implementation of CRM with focus on service organisations and to highlight the areas having scope for further clarity and for domain specific research to ensure effective CRM practices.

Keywords: customer relationship management; CRM practices; management applications; profitability; strategy; review; domain specific research; service organisations; services.

DOI: 10.1504/IJMP.2012.043929

International Journal of Management Practice, 2012 Vol.5 No.1, pp.1 - 24

Published online: 01 Dec 2011 *

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