Customer Relationship Management Capability And Its Influence Upon Business Performance

As a result of increasing economic globalization and appearance of Internet, resources and information are transferred more freely and the variation of products from different enterprises is vanishing. Establishing favorable relationship with customers becomes the key issue of enterprise survival and development, which leads to the research on Customer Relationship Management (CRM).According to previous research, whether CRM is effective depends on Customer Relationship Management Capability (CRMC), so CRMC should be carefully studied. But due to lack of systemization and theorization, the current CRMC theory needs to be further improved. This dissertation tries to systematically study CRMC, which would put a solid foundation for future practice. Firstly, after reviewing the relative researches on CRM, enterprise capability and CRM capability, the dissertation gives the clear definition of CRMC. Secondly, a new analytical framework of CRMC is proposed based on the modification of the Customer Relationship Management Value Chain of Professor Buttle. The capability is divided into three categories. Moreover, the influence of IT, internal and external conditions on the capability is analyzed in detail. Thirdly, the index system for evaluating CRM capability is established, in which, the three categories of capabilities described above are adopted as first-class index, and the subcategories second-class index. Fourthly, with Balanced Score Card and traditional financial index of business performance, the evaluation system of business performance is set up. The CRMC affecting mechanism of business performance is deeply analyzed and all the influence is evaluated by financial index. In the meantime, the moderators of the CRMC influence on business performance are expatiated.Finally, based on the above research, the strategies and tactics for improving CRMC are brought forward and the implementation method is given in detail...