Building a Strong Customer-centric Strategy to Enable CRM and Develop Customer Loyalty

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Title: Building a Strong Customer-centric Strategy to Enable CRM and Develop Customer Loyalty
Author: Ballard, Kristen
Abstract: Customer Relationship Management (CRM) requires a customer-centric focus that aligns business strategies with customer needs to generate profit through maximizing customer lifetime value. Many business managers implement CRM technology without addressing the customer-centric strategic orientation that must be present for CRM to be successful. This Review of the Literature examines 22 articles published between 1973 and 2007 that emphasize customer-centric business strategy as a foundation for CRM and a facilitator for customer loyalty.
Description: 74 p. : ill. This paper was completed as part of the final research component in the University of Oregon Applied Information Management Master's Degree Program [see htpp://aim.uoregon.edu].
URI: http://hdl.handle.net/1794/7662
Date: 2008-02


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