| As customer relationship management (CRM) becomes more complex and more strategic to the company it serves, CRM framework and CRM performance become more important concepts for companies. The better CRM performance measurement, the more effectively the CRM systems can serve the present and future needs of the organization.;During the 1990's, CRM frameworks and CRM performance measurement have been identified by numerous researchers as a major issue and topic for CRM. While there have been numerous related CRM framework and CRM performance measurement studies in the past years, none have focused on the customer-based framework and no CRM performance measurement tools covering whole aspects of CRM performance.;The purpose of this research was to define a customer-oriental CRM framework and develop a CRM performance measurement tool. Based on background regarding CRM framework, a new CRM framework was defined with five key components, customers, CRM systems, various customers touch points, strategy management departments and information technology supporting. This research identified measurement criteria of CRM performance in four aspects, service channels performance, strategy performance, IT performance and customer satisfaction performance. Three survey questionnaires were designed to investigate how CRM managers, IT managers and customers of companies understand the performance of CRM systems. According to the result collected from surveys, a dedicated analysis was operated to set up questionnaires' reliability and validity. |
