A measurement tool for customer relationship management processes

Başar Öztayşi · Selime Sezgin · Ahmet Fahri Özok

69 citations0/0 files storedIndustrial Management & Data Systems

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Customer Service Quality and Loyalty Customer churn and segmentation Corporate Governance and Management

Abstract

Purpose Customer relationship management (CRM) projects have a low success rate, which can be solved by better measurement of CRM process. The purpose of this paper is to define the CRM processes within a company and propose a tool for CRM measurement. Design/methodology/approach An empirical study is conducted in industrial organizations in Turkey. The research is designed according to scale development literature. The responses from various industries (manufacturing, information technologies, tourism, service, retail, finance, logistics) were collected. Using exploratory factor analysis, 167 valid responses are analyzed. Findings The paper provides a general understanding of CRM processes in customer‐oriented perspective and proposes a measurement tool that addresses seven main processes which are: targeting management, customer information management, production/service customization, expansion management, referrals management, termination management and win back. Practical implications The results of the analysis provides useful information for managers to define, measure and improve CRM process. Originality/value The paper provides an enhanced review about CRM measurement literature. Based on this review, the paper defines seven CRM processes and maintains a tool for evaluation of these processes within a company.

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References

1951Coefficient Alpha and the Internal Structure of Tests 1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1979A Paradigm for Developing Better Measures of Marketing Constructs 1991Scale Development : Theory and Applications 1992The balanced scorecard : measures that drive performance 1992The balanced scorecard--measures that drive performance.1991Assessing Construct Validity in Organizational Research 1990Relationship Quality in Services Selling: An Interpersonal Influence Perspective

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