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A conceptual model of customer relationship management alignment

Mohamed, Norshidah and Abdul Karim, Nor Shahriza and Mahmud, Murni and Ahlan, Abdul Rahman and Hussein, Ramlah and Kaur, Jasber (2012) A conceptual model of customer relationship management alignment. In: IADIS International Conference Information Systems 2012. International Association for Development of the Information Society, pp. 321-326. ISBN 978-972-8939-68-7

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The paper proposes a conceptual model of customer relationship management (CRM) alignment. The research adopts the business-information systems (IS) strategic alignment model, CRM process and technology perspectives and effectiveness of CRM as a basis. Based on a review of CRM, we propose CRM alignment to consist of business-IS strategic alignment and CRM process-IS alignment. The impact of CRM alignment is CRM performance that is modeled using the Balanced Scorecard framework. As the research is in-progress, the results of pilot study are presented in the paper.

Item Type:Book Section
Uncontrolled Keywords:business strategy, customer relationship management, strategic alignment, information systems strategy, balanced scorecard
Subjects:H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:International Business School
ID Code:35750
Deposited By: Liza Porijo
Deposited On:29 Oct 2013 06:36
Last Modified:02 Feb 2017 05:54

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