What lies behind the concept of customer relationship management? discussing the essence of crm through a phenomenological approach
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| Format: | Artículo científico |
| Language: | en |
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Associação Nacional de Pós-Graduação e Pesquisa em Administração
2009
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| _version_ | 1876428020097482752 |
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| author | Cristiane Pedron |
| author_facet | Cristiane Pedron |
| contents | What lies behind the concept of customer relationship management? discussing the essence of crm through a phenomenological approach Cristiane Pedron Amarolinda Zanela Saccol Administración y Contabilidad relationship marketing organizational strategy customer relationship management (CRM) information and communication technologies (ICT) Several authors and consulting firms show statistics indicating that at least 50% of all CRM projects fail. Someof them attempt to point out a list of factors in order to guarantee successful CRM implementation andapplication. However, few people (either academics or practitioners) attempt to discuss or consider the essenceof the idea of CRM. The main goal of this exploratory research is to discuss the CRM essence through aphenomenological approach. This paper assumes that one of the main reasons for CRM failure is the lack ofunderstanding about the true meaning and implication of practices for managing the relationship with customers.Therefore, we need to question the essence of CRM itself and discuss the very concept of relationship. We claimthat the idea of CRM involves very serious issues about institutions, roles, power and ethical values that have tobe considered. In this article, we attempt to analyze the essence of relationship, trying to go beyond the commonmeaning of CRM. As the main results of this paper, we offer a critical reflection related to the different faces andaspects of the CRM phenomenon, not only as a matter of IT applications, but also as a strategy and even as anorganizational philosophy 2009 artículo científico 1807-7692 https://www.redalyc.org/articulo.oa?id=84160103 en http://www.redalyc.org/revista.oa?id=841 BAR - Brazilian Administration Review application/pdf Associação Nacional de Pós-Graduação e Pesquisa em Administração BAR - Brazilian Administration Review (Brasil) Num.1 Vol.6 |
| format | Artículo científico |
| id | redalyc_84160103 |
| institution | Redalyc |
| language | en |
| publishDate | 2009 |
| publisher | Associação Nacional de Pós-Graduação e Pesquisa em Administração |
| spellingShingle | What lies behind the concept of customer relationship management? discussing the essence of crm through a phenomenological approach Cristiane Pedron Administración y Contabilidad relationship marketing organizational strategy customer relationship management (CRM) information and communication technologies (ICT) What lies behind the concept of customer relationship management? discussing the essence of crm through a phenomenological approach Cristiane Pedron Amarolinda Zanela Saccol Administración y Contabilidad relationship marketing organizational strategy customer relationship management (CRM) information and communication technologies (ICT) Several authors and consulting firms show statistics indicating that at least 50% of all CRM projects fail. Someof them attempt to point out a list of factors in order to guarantee successful CRM implementation andapplication. However, few people (either academics or practitioners) attempt to discuss or consider the essenceof the idea of CRM. The main goal of this exploratory research is to discuss the CRM essence through aphenomenological approach. This paper assumes that one of the main reasons for CRM failure is the lack ofunderstanding about the true meaning and implication of practices for managing the relationship with customers.Therefore, we need to question the essence of CRM itself and discuss the very concept of relationship. We claimthat the idea of CRM involves very serious issues about institutions, roles, power and ethical values that have tobe considered. In this article, we attempt to analyze the essence of relationship, trying to go beyond the commonmeaning of CRM. As the main results of this paper, we offer a critical reflection related to the different faces andaspects of the CRM phenomenon, not only as a matter of IT applications, but also as a strategy and even as anorganizational philosophy 2009 artículo científico 1807-7692 https://www.redalyc.org/articulo.oa?id=84160103 en http://www.redalyc.org/revista.oa?id=841 BAR - Brazilian Administration Review application/pdf Associação Nacional de Pós-Graduação e Pesquisa em Administração BAR - Brazilian Administration Review (Brasil) Num.1 Vol.6 |
| title | What lies behind the concept of customer relationship management? discussing the essence of crm through a phenomenological approach |
| topic | Administración y Contabilidad relationship marketing organizational strategy customer relationship management (CRM) information and communication technologies (ICT) |
| url | https://www.redalyc.org/articulo.oa?id=84160103 |