Improving customer outcomes through the implementation of customer relationship management

Malcolm Smith and Chen Chang

Asian Review of Accounting, 2010, vol. 18, issue 3, 260-285

Abstract: Purpose - Owing to the sharp refocus among Taiwanese companies away from a product‐centric approach towards a customer‐centric approach, many companies have invested heavily in customer relationship management (CRM) systems. The purpose of this paper is to investigate whether such an investment generates the anticipated benefits. Design/methodology/approach - The paper uses survey methods among public companies in Taiwan to examine the degree to which CRM implementation impacts upon customer satisfaction and customer loyalty. Findings - Firms which pay more attention to a customer‐centric approach can benefit significantly from the implementation of CRM systems. There were no differences in the degree or focus of implementation attributable to industry differences. Research limitations/implications - The results are subject to the normal limitations associated with survey research, and may not be generalisable outside Taiwan. Practical implications - The paper has significant implications for management decision making in terms of the disposal of resources to pursue customer‐related strategies. Originality/value - The paper has significant practical implications for companies in Taiwan.

Keywords: Taiwan; Customer relations; Customer service management (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eme:arapps:v:18:y:2010:i:3:p:260-285

DOI: 10.1108/13217341011089658

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