The following information was submitted:
Transactions: INTERNATIONAL JOURNAL of COMPUTERS
Transactions ID Number: 19-729
Full Name: Cristian Dutu
Position: Lecturer
Age: ON
Sex: Male
Address: 300575 J.H. Pestalozzi Street, Timisoara, Timis County
Country: ROMANIA
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E-mail address: cristian.dutu@feaa.uvt.ro
Other E-mails: cristian.dutu@gmail.com, horatiu.halmajan@gmail.com
Title of the Paper: The Effect of Organizational Readiness on CRM and Business Performance
Authors as they appear in the Paper: Cristian Dutu, Horatiu Halmajan
Email addresses of all the authors: cristian.dutu@feaa.uvt.ro, horatiu.halmajan@feaa.uvt.ro
Number of paper pages: 9
Abstract: CRM is a business strategy which aims to create value for both organization and customers through initiating and maintaining customer relationships. As a core strategy, CRM is based on using a marketing information system and the company’s IT infrastructure. CRM technology plays an important role in creating customer knowledge, which is the core of any CRM initiative. The CRM strategy will not yield the expected results without the proper use of information technology in the CRM processes. Organisational CRM readiness is related to the level of available technological resources which may be oriented towards CRM implementation. This paper examines the direct outcomes of the CRM activities, as well the relationship among these outcomes and business performance. We also analysed the effect of the level of organisational CRM readiness on the degree to which companies implemented CRM activities. We conducted a survey on 82 companies operating in the Western region of !
Romania, which revealed that CRM implementation generates superior business performance.
Keywords: Business performance, CRM activities, CRM outcomes, CRM readiness, CRM technology
EXTENSION of the file: .doc
Special (Invited) Session: CRM Processes and the Impact on Business Performance
Organizer of the Session: 648-262
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