2011 Fiscal Year Final Research Report
Research on structure and performance of CRM capabilities in service industries
| Project/Area Number |
21530431
|
|---|
| Research Category |
Grant-in-Aid for Scientific Research (C)
|
| Allocation Type | Single-year Grants |
|---|
| Section | 一般 |
|---|
| Research Field |
Commerce
|
|---|
| Research Institution | Otaru University of Commerce |
|---|
Principal Investigator |
KONDO Kimihiko 小樽商科大学, 商学研究科, 教授 (10205552)
|
|---|
| Project Period (FY) |
2009 – 2011
|
| Keywords | CRM / サービス / リレーションシップ・マーケティング |
|---|
| 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.
|
