工业工程外文翻译外文文献英文文献客户关系管理的战略框架

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1、AdrianPayne&PennieFrowAStrategicFrameworkforCustomerRelationshipManagementOverthepastdecade,therehasbeenanexplosionofinterestincustomerrelationshipmanagement(CRM)bybothacademicsandexecutives.However，despiteanincreasingamountofpublishedmaterial,mostofwhichispractitioneroriented，thereremainsa

2、lackofagreementaboutwhatCRMisandhowCRMstrategyshouldbedeveloped.Thepurposeofthisarticleistodevelopaprocess-orientedconceptualframeworkthatpositionsCRMatastrategiclevelbyidentifyingthekeycrossfunctionalprocessesinvolvedinthedevelopmentofCRMstrategy.Morespecifically，theaimsofthisarticleare•To

3、identifyalternativeperspectivesofCRM,•ToemphasizetheimportanceofastrategicapproachtoCRMwithinaholisticorganizationalcontext，•Toproposefivekeygenericcross-functionalprocessesthatorganizationscanusetodevelopanddeliveraneffectiveCRMstrategy，and•Todevelopaprocess-basedconceptualframeworkforCRMs

4、trategydevelopmentandtoreviewtheroleandcomponentsofeachprocess.Weorganizethisarticleinthreemainparts.First,weexploretheroleofCRMandidentifythreealternativeperspectivesofCRM.Second，weconsidertheneedforacross-functionalprocess-basedapproachtoCRMLWedevelopcriteriaforprocessselectionandidentify

5、fivekeyCRMprocesses.Third，weproposeastrategicconceptualframeworkthatisconstructedofthesefiveprocessesandexaminethecomponentsofeachprocess.ThedevelopmentofthisframeworkisaresponsetoachallengebyReinartz，Krafft，andHoyer(2004)，whocriticizetheseverelackofCRMresearchthattakesabroader,morestrategi

6、cfocus.ThearticledoesnotexplorepeopleissuesrelatedtoCRMimplementation.Customerrelationshipmanagementcanfailwhenalimitednumberofemployeesarecommittedtotheinitiative;thus,employeeengagementandchangemanagementareessentialissuesinCRMimplementation.Inourdiscussion，weemphasizesuchimplementationan

7、dpeopleissuesasapriorityareaforfurtherresearch.CRMPerspectivesandDefinitionTheterm“customerrelationshipmanagement”emergedintheinformationtechnology(IT)vendorcommunityandpractitionercommunityinthemid-1990s.Itisoftenusedtodescribetechnology-basedcustomerso