Title: An integrative framework for customer relationship management: towards a systems view
Authors: Mohamed A. Nour
Addresses: Department of Management Information Systems, College of Business Administration, The University of Sharjah, P.O. Box 27272, Sharjah, UAE
Abstract: Customer relationship management (CRM) is predicated on the notion that understanding and responding to customers is key to customer satisfaction, retention, and ultimately revenue growth and profitability. With the increasing power, reach, and role of information and communications technologies (ICT), business organisations are increasingly finding new grounds and opportunities for exploiting these technologies. However, many issues surrounding CRM remain largely unresolved. In particular, overemphasis on the marketing and business strategy perspectives has overshadowed the nature of CRM as information system. This paper proposes an integrative framework with particular emphasis on the systems perspective of CRM, and presents a client/server architecture for the CRM system. The framework and the architecture are intended to better assist in the understanding, development, and implementation of CRM systems.
Keywords: customer relationship management; integrative framework; interaction modelling; pyramid models; client-server architecture; information technology; communications technology; ICT; CRM components; CRM cycle; CRM perspectives; systems view; customer satisfaction; customer retention.
International Journal of Business Information Systems, 2012 Vol.9 No.1, pp.26 - 50
Published online: 16 Aug 2014 *Full-text access for editors Access for subscribers Purchase this article Comment on this article