Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 30222
Application of Customer Relationship Management Systems in Business: Challenges and Opportunities

Authors: K. Liagkouras, K. Metaxiotis


Customer relationship management (CRM) systems in business are a reality of the contemporary business world for the last decade or so. Still, there are grey areas regarding the successful implementation and operation of CRM systems in business. This paper, through the systematic study of the CRM implementation paradigm, attempts to identify the most important challenges and opportunities that the CRM systems face in a rapidly changing business world.

Keywords: Information Systems, Business, Customer Relationship Management, crm

Digital Object Identifier (DOI):

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 4233


[1] Alshawi S., Missi F., & Irani Z. (2011). Organisational, technical and data quality factors in CRM adoption - SMEs perspective. Industrial Marketing Management 40, 376–383.
[2] Bang, J. & Kim, M.S. (2013). CRM Fit and Relationship Quality in Hotel Industry. International Journal of Smart Home, 7 (6), pp.11-22.
[3] Beldi A., Cheffi W., & Dey P.K. (2010). Managing customer relationship management projects: The case of a large French telecommunications company. International Journal of Project Management 28, 339–351.
[4] Bull, C. (2010). Customer Relationship Management (CRM) systems, intermediation and disintermediation: The case of INSG. International Journal of Information Management 30, 94–97.
[5] Chang, W., Park, J.E., & Chaiy, S. (2010). How does CRM technology transform into organizational performance? A mediating role of marketing capability. Journal of Business Research 63, 849–855.
[6] Chen, I.J., & Popovich, K. (2003). Understanding customer relationship management (CRM): People processes and technology. Business Process Management Journal, 9 (5), 672–688.
[7] CSO Insights (2006). Sales performance optimization — 2006 survey results and analysis. Boulder.
[8] Daghfous, A. (2007). Absorptive capacity and innovative enterprise systems: a two-level framework. International Journal of Innovation and Learning 4 (1), 60–73.
[9] Daghfous, A., & Barkhi, R. (2009).The strategic management of information technology in UAE hotels: An exploratory study of TQM, SCM, and CRM implementations. Technovation, 29, 588–595.
[10] Dong S. (2012). Decision execution mechanisms of IT governance: The CRM case. International Journal of Information Management 32, 147– 157.
[11] Dyche, J., (2001). The CRM Handbook: A Business Guide to Customer Relationship Management, first ed. Addison-Wesley.
[12] Even, A., Shankaranarayanan, G., & Berger P.D. (2010). Evaluating a model for cost-effective data quality management in a real-world CRM setting. Decision Support Systems 50, 152–163.
[13] Gebert, H., Geib, M., Kolbe, L., & Riempp, G. (2002). Towards customer knowledge management: Integrating customer relationship management and knowledge management concepts. The second International Conference on Electronic Business, Taipei, Taiwan, 10-13, December, pp. 262–272.
[14] Giga Information Group, Inc., (2001). Seven out of ten CRM projects fail. Computing 16, p. 27.
[15] Greenberg, P. (2001). CRM at the speed of light. Berkeley: McGraw-Hill.
[16] Hart, S., Hogg, G., & Banerjee, M. (2004). Does the level of experience have an effect on CRM programs? Exploratory research findings, Industrial Marketing Management 33, 549– 560.
[17] Hendricks, K.B., Singhal, V.R., & Stratman, J.K. (2007). The impact of enterprise systems on corporate performance: A study of ERP, SCM, and CRM system implementations. Journal of Operations Management 25, 65–82.
[18] Joo Y.G., & Sohn S.Y. (2008). Structural equation model for effective CRM of digital content industry. Expert Systems with Applications 34, 63–71.
[19] Karakostas, B., Kardaras, D., & Papathanassiou, E. (2005). The state of CRM adoption by the financial services in the UK: an empirical investigation. Information & Management 42, 853–863.
[20] Kim, Y. (2006). Toward a successful CRM: variable selection, sampling, and ensemble. Decision Support Systems 41, 542– 553.
[21] King, S.F. (2007). Citizens as customers: Exploring the future of CRM in UK local government. Government Information Quarterly 24, 47–63.
[22] King, S.F., & Burgess, T.F. (2008). Understanding success and failure in customer relationship management, Industrial Marketing Management 37, 421–431.
[23] Ko, E., Kim, S. H., Kim, M., & Woo J. Y. (2008) Organizational characteristics and the CRM adoption process. Journal of Business Research 61, 65–74.
[24] Kotorov, R. (2003). Customer relationship management: Strategic lessons and future directions. Business Process Management Journal, 9(5), 566– 571.
[25] Massey, A. P., Montoya-Weiss, M. M., & Holcom, K. (2001). Re-engineering the customer relationship: Leveraging knowledge assets at IBM. Decision Support Systems, 32(2), 155– 170.
[26] Mendoza, L.E., Marius, A., Pirez, M., & Grimαn, A.C. (2007). Critical success factors for a customer relationship management Strategy, Information and Software Technology 49, 913–945.
[27] Meyer M. & Kolbe L. M. (2005). Integration of customer relationship management: status quo and implications for research and practice. Journal of Strategic Marketing, Volume 13, Issue, 175 – 198.
[28] Minami, C., & Dawson, J. (2008). The CRM process in retail and service sector firms in Japan: Loyalty development and financial return. Journal of Retailing and Consumer Services 15, 375–385.
[29] Moreno A.G., & Melindez A.P. (2011). Analyzing the impact of knowledge management on CRM success: The mediating effects of organizational factors. International Journal of Information Management 31, 437– 444.
[30] Pai, J.C., Tu, F.M. (2011). The acceptance and use of customer relationship management (CRM) systems: An empirical study of distribution service industry in Taiwan. Expert Systems with Applications 38, 579–584.
[31] Pan, S.L., Tan, C.W., & Lim, E.T.K. (2006). Customer relationship management (CRM) in e-government: a relational perspective. Decision Support Systems 42, 237– 250.
[32] Payne, Adrian & Pennie Frow. (2005). A Strategic Framework for Customer Relationship Management. Journal of Marketing, Vol. 69, 167-176.
[33] Raji, S., & Moorman, C. (2005). Strategic Firm Commitments and Rewards for Customer Relationship Management in Online Retailing. Journal of Marketing, 69 (October),193-200.
[34] Reddick, C.G (2011). Customer Relationship Management (CRM) technology and organizational change: Evidence for the bureaucratic and e-Government paradigms. Government Information Quarterly 28, 346–353.
[35] Reinartz, W., Kumar, V., (2003). The impact of customer relationship characteristics on profitable lifetime duration. Journal of Marketing 67 (1) 77–99.
[36] Richards K.A., & Jones E. (2008). Customer relationship management: Finding value drivers. Industrial Marketing Management 37, 120–130.
[37] Rigby, D.K., Reichheld, F.F., & Schefter, P. (2002). Avoid the Four Perils of CRM. Harvard Business Review, 80(2), 101–109.
[38] Roh, T . H. , Ahn, C . K . & Han, I . (2005). The priority factor model for customer relationship management system success. Expert Systems with Applications , Vol. 28 , No. 4, 641 – 654.
[39] Ryals, Lynette (2005). Making Customer Relationship Management Work: The Measurement and Profitable Management of Customer Relationships. Journal of Marketing, 69 (October), 252–261.
[40] Ryals. L, Payne. A, (2001). Customer relationship management in financial services: Towards information-enabled relationship marketing. Journal of Strategic Marketing, 9: 3-27.
[41] Seo, Y.H. (2001). A study on relationship orientation of customers in Internet shopping mall: focus on relationship termination. Unpublished Master's Thesis. Pusan National University.
[42] Shah, R.J., Murtaza, M.B., (2005). Effective customer relationship management through web services. The Journal of Computer Information Systems 46 (1), 98–109.
[43] Shim B., Choi K., & Suh Y. (2012). CRM strategies for a small-sized online shopping mall based on association rules and sequential patterns. Expert Systems with Applications 39, 7736–7742.
[44] Starkey, M. and Woodcock, N., (2002). CRM systems: Necessary, but not sufficient. REAP the benefits of customer management. Journal of Database Marketing 9, 267–275.
[45] Stringfellow, A., Winter, N., & Bowen, D. (2004). CRM: Profiting from understanding customer needs. Business Horizons , Vol. 47 , No. 5, September - October , 45 - 52 .
[46] Suresh, H. (2004). What is customer relationship management (CRM)? Supply Chain Planet.
[47] Swift, R.S. (2001). Accelerating Customer Relationship: Using CRM and Relationship Technology. Prentice Hall, New Jersey.
[48] Zablah, A.R., Bellenger, D.N., & Johnston, W.J. (2004). An evaluation of divergent perspectives on customer relationship management: Towards a common understanding of an emerging phenomenon, Industrial Marketing Management 33 475– 489.