Estrategias CRM en empresas de servicios: recomendaciones directivas para su implementación CRM strategies in services companies: managerial recommendations for its implementation

Customer Relationship Management (CRM) has a special relevance for service companies, in which contact with cus- tomers is intense, and loyalty is a source of competitive advantage. Literature shows that companies are not having the positive expected results in the implementation. In this paper, we summarize a literature review about CRM and an empirical study based on 311 Spanish companies data. Building upon this, and a structural equation model, we propose a map of relationships of the main factors for a successful CRM implementation. As main managerial implication, we stress that to be successful in implemen- ting CRM, companies should pay more attention to organizational factors than to technological ones.

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