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Conceptual analysis and implementation of an integrated CRM system for service providers

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  • Lai-Yu Cheng
  • Chih-Wei Yang

Abstract

Customer relationship management (CRM) has become a critical issue in services management. Ensuring customer satisfaction and maintaining long-term relationships with customers have become essential for survival amongst competitive service industries. However, few studies have attempted to integrate all relevant factors in a comprehensive model of CRM implementation. The current study addresses this need by proposing a conceptually integrated five-phase model that incorporates elements of CRM, the service-delivery process and customer satisfaction (represented by the extended American Customer Satisfaction Index (ASCI) model). This integrated model of CRM is assessed in an empirical study of 63 leading Taiwanese service firms distributed amongst eight service industries. The implementation levels of various phases of CRM are assessed in a range of service industries by means of a questionnaire survey and in-depth interviews. The results of this empirical study reveal the strengths and weaknesses of various industries in their implementation of CRM. These results also represent a useful benchmarking reference for service organisations that have lower implementation levels in some CRM practices. Copyright Springer-Verlag 2013

Suggested Citation

  • Lai-Yu Cheng & Chih-Wei Yang, 2013. "Conceptual analysis and implementation of an integrated CRM system for service providers," Service Business, Springer;Pan-Pacific Business Association, vol. 7(2), pages 307-328, June.
    • Handle: RePEc:spr:svcbiz:v:7:y:2013:i:2:p:307-328
    DOI: 10.1007/s11628-012-0160-z
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    References listed on IDEAS

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    2. Deszczyński, Bartosz & Beręsewicz, Maciej, 2021. "The maturity of relationship management and firm performance – A step toward relationship management middle-range theory," Journal of Business Research, Elsevier, vol. 135(C), pages 358-372.
    3. Maraj Rahman Sofi & Iqbal Ahmad Hakim, 2018. "Customer Relationship Management as Tool to Enhance Competitive Effectiveness: Model Revisited," FIIB Business Review, , vol. 7(3), pages 201-215, September.
    4. Chongho Lee & Myungsook An & Yonghwi Noh, 2015. "The effects of emotional display rules on flight attendants’ emotional labor strategy, job burnout and performance," Service Business, Springer;Pan-Pacific Business Association, vol. 9(3), pages 409-425, September.
    5. Chiuhsiang Joe Lin & Lai-Yu Cheng, 2017. "Product attributes and user experience design: how to convey product information through user-centered service," Journal of Intelligent Manufacturing, Springer, vol. 28(7), pages 1743-1754, October.
    6. Stefan Meinzer & Johann Prenninger & Patrick Vesel & Johannes Kornhuber & Judith Volmer & Joachim Hornegger & Björn M. Eskofier, 2016. "Translating satisfaction determination from health care to the automotive industry," Service Business, Springer;Pan-Pacific Business Association, vol. 10(4), pages 651-685, December.
    7. Chen-Ya Wang & Priyanko Guchait & Cheng-Hsin Chiang & Wan-Ting Weng, 2017. "When customers want to become frontline employees: an exploratory study of decision factors and motivation types," Service Business, Springer;Pan-Pacific Business Association, vol. 11(4), pages 871-900, December.

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