University of Rhode Island

Project Description

Dissertation for Doctoral degree

Project Abstract

The purpose of this study is to answer the very basic question: how to establish and maintain good relationships (either relational or transactional) with customers by using CRM technologies. This study will achieve its goals by drawing from and blending multiple disciplinary perspectives. Task-Technology Fit model from Management Information Systems (MIS) and Market Orientation and Market Knowledge Competence from Marketing and Business Strategy literatures are adopted and adapted. This study will provide a comprehensive CRM framework and propose and test a model of critical factors for CRM success.

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