CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SUCCESS FACTORS: AN EXPLORATORY STUDY

Customer relationship management (CRM) can enhance performance of the organization through effective application of customer knowledge and maintenance of relationships with valued customers. Literature on CRM in an integrative fashion is sparse, rather issues are presented in isolation mostly focusing on technology ignoring other extra-organizational issues like social rapport and customer knowledge. Likewise, CRM success is poorly sketched and social rapport as a facilitator of customer knowledge has received little attention in the previous literature. Thus, the main objective of this research is to inspect the role of CRM, customer knowledge and social rapport on CRM success. The present study considers the Resource-based view in developing CRM success framework. A Qualitative research approach has been taken in this study where ten customer-service managers of different telecom operators of Bangladesh have been interviewed. To determine the factors along with related variables and also to develop a research model, a content analysis technique has been utilized. The results of the interviews identified three factors affecting CRM success. This study also discusses about the implications of the model.