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What is CRM Capabilities: Measurement and Impact about?

This document discusses a study that aims to develop a measurement model of customer relationship management (CRM) capabilities. It administered surveys to collect data and used structural equation modeling to test hypotheses. The study finds a three-factor model of CRM capabilities consisting of customer interaction management capability, customer relationship upgrading capability, and customer win-back capability. It also finds that customer orientation, customer-centric organizational systems, and CRM te

Author

zonylork

Language

EN