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Improving customer outcomes through the implementation of customer relationship management

Author

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  • Malcolm Smith
  • Chen Chang

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.

Suggested Citation

  • Malcolm Smith & Chen Chang, 2010. "Improving customer outcomes through the implementation of customer relationship management," Asian Review of Accounting, Emerald Group Publishing Limited, vol. 18(3), pages 260-285, September.
    • Handle: RePEc:eme:arapps:v:18:y:2010:i:3:p:260-285
    DOI: 10.1108/13217341011089658
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    References listed on IDEAS

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    1. Bolton, Ruth N & Drew, James H, 1991. "A Multistage Model of Customers' Assessments of Service Quality and Value," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(4), pages 375-384, March.
    2. Verhoef, P.C. & Donkers, A.C.D., 2001. "Predicting Customer Potential Value: an application in the insurance industry," ERIM Report Series Research in Management ERS-2001-01-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
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    Cited by:

    1. Priyanka Meena & Praveen Sahu, 2021. "Customer Relationship Management Research from 2000 to 2020: An Academic Literature Review and Classification," Vision, , vol. 25(2), pages 136-158, June.

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