考察希腊企业采用CRM和ECRM的情况

Irene Samanta
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引用次数: 1

摘要

本研究的目的是调查供应商和客户之间建立的企业对企业关系中的客户关系营销特征,同时考虑到近年来为加强客户关系管理而创建的信息技术参数。信息技术的不断发展及其与营销的相互作用是为顾客创造价值的资源。该研究在73家希腊公司中进行,使用交叉标签分析来调查B2B公司中IT使用和CRM采用的可能关系。CRM软件在公司活动中通过更好地了解客户需求来提高竞争优势具有重要意义。全球50%的客户关系管理系统项目都失败了,因为营销经理和首席执行官相信客户关系管理将解决他们公司的所有问题。客户关系管理不仅是一种营销和商业工具,而且是一种复杂的组合工具,应用于各个业务领域。客户关系管理系统的目的是在买家和买家之间建立相互满意的长期关系。调查结果显示,即使企业意识到利用信息技术与客户互动,他们仍然应用传统的CRM流程,如销售和客户服务。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Examining CRM and ECRM Adoption by Greek Firms
The aim of this research is to investigate Customer Relation Marketing characteristics in Business to Business Relations that are developed between suppliers and clients taking into account parameters of Information Technology that have been created to enhance CRM in recent years. The continuous development of Information technologies and its interaction with marketing are a resource to create value for the customer. The research was conducted in 73 Greek companies using cross-tab analysis to investigate the possible relation of IT use and CRM adoption in B2B firms. CRM software in companies activities have a significant importance to improve the competitive advantage by understanding better customer needs. Fifty percent of worldwide projects on CRM systems are failing because marketing managers and CEO have the belief that CRM will solve all their company problems. CRM is not only used as a marketing and business tool but a complex combination tool that is applied in various business areas. CRM system aims to the creation of mutual satisfactory long term relationships between buyers and purchasers. The findings reveal that firms apply traditionally CRM processes such as sales and customer service even if they are aware of using Information Technologies in order to interact with clients.
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