1887

n Management Dynamics : Journal of the Southern African Institute for Management Scientists - The influence of new product launching strategies on CRM success : an exploratory study

USD

 

Abstract

Customer Relationship Management (CRM) enables business firms to grow the lifetime value of their customers, which is critical to increased competitiveness, survival and profitability. Effective CRM encourages consumers to develop empathy, appreciation, friendliness and feelings of trust towards a business firm. CRM failures are, however, still a serious challenge for many business managers. This study investigates the influence of new product launching strategies (product development, promotion, pricing and place) on CRM success. The sample comprised 572 marketing and product development managers. The empirical results show that distribution channel development and e-business strategies increase CRM success, while third-party agreements and e-saving strategies decrease it.

Loading

Article metrics loading...

/content/mandyn/21/1/EJC119181
2012-01-01
2016-12-03
This is a required field
Please enter a valid email address
Approval was a Success
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error