Research on structure and performance of CRM capabilities in service industries
| Project/Area Number |
21530431
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Single-year Grants |
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| Section | 一般 |
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| Research Field |
Commerce
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| Research Institution | Otaru University of Commerce |
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Principal Investigator |
KONDO Kimihiko 小樽商科大学, 商学研究科, 教授 (10205552)
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| Project Period (FY) |
2009 – 2011
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| Project Status |
Completed (Fiscal Year 2011)
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| Budget Amount *help |
¥3,770,000 (Direct Cost: ¥2,900,000、Indirect Cost: ¥870,000)
Fiscal Year 2011: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
Fiscal Year 2010: ¥1,560,000 (Direct Cost: ¥1,200,000、Indirect Cost: ¥360,000)
Fiscal Year 2009: ¥1,560,000 (Direct Cost: ¥1,200,000、Indirect Cost: ¥360,000)
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| Keywords | CRM / サービス / リレーションシップ・マーケティング / サービス業 / 組織能力 / カスタマイゼーション / POS / チャネル・パートナーシップ |
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| Research Abstract |
This study focused on organizational capabilities in CRM (Customer Relationship Management). The research theoretically reviewed historical transition of management of customer relationship in marketing and the role of CRM in the management. It also conducted empirical analysis of retail and service industry, clarifying the importance of market management and organizational management in CRM, some aspects of customer strategy, and its impact on management performance.
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Report
(4 results)
Research Products
(12 results)
