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- Title
ANÁLISIS DE LA RELACIÓN ENTRE EL GRADO DE INTRODUCCIÓN DE CRM Y LOS BENEFICIOS DE LA EMPRESA A TRAVÉS DEL DESEMPEÑO ORGANIZACIONAL Y LA INNOVACIÓN EMPRESARIAL.
- Authors
Guerola-Navarro, Vicente; Oltra-Badenes, Raul; Gil-Gomez, Hermenegildo
- Abstract
Customer Relationship Management (CRM) systems are a business management technology solution, whose main objective is to achieve critical management information for business decision-making, from the point of view of all the hierarchical levels of an organization. For this reason, these information systems, along with others such as Enterprise Resources Planning (ERP), are one of the technological solutions that has aroused the most interest in recent times. This interest is derived from the clear evidence that the implementation and use of CRM systems in the company generates benefits in the areas of sales, marketing, and services. However, a CRM system can be used to a different extent within a company, since it has different modules and functionalities, which can be activated or not, and used to a greater or lesser extent. Therefore, the benefits generated by a CRM may vary depending on its degree of use. The research presented in this work has as main objective to analyze the relationship that may exist between the degree of implementation and use of the CRM on the one hand, and the benefits obtained by the companies on the other. These benefits are studied from the point of view of Innovation and Performance of the organization that uses the CRM. As a result, a model is obtained that relates the degree of introduction of CRM and the benefits of the company through Organizational Performance and Business Innovation.
- Subjects
ENTERPRISE resource planning; INDUSTRIAL management; CUSTOMER relationship management; INFORMATION resources management; TECHNOLOGY management
- Publication
3C Empresa, 2020, Vol 9, Issue 1, p67
- ISSN
2254-3376
- Publication type
Article
- DOI
10.17993/3cemp.2020.090141.67-87