Customer Relationship Management: Its Dimensions and Effect on Customer Outcomes

Despite the rapidly growing customer relationship management (CRM) literature, the dimensions of CRM and their effects on customer outcomes remain equivocal. In this research, we first identify the requisite activities for effective CRM implementation. We then investigate their effect on customer satisfaction, customer retention, and sales growth. Results indicate that managers need to think beyond the technological components of CRM and focus on four key CRM dimensions to significantly enhance customer loyalty and sales growth. In our analysis and discussion, we examine the expanding role of salespeople in successful CRM implementation and outcomes.