The Role of Integrated Customer Relationship Management and Social Capital on Customer Relationship Management Success

Abstract

Since the market competition becomes intense nothing but an integrated customer relationship management (ICRM) framework supported by social capital helps an organization to be successful. Few researches have been conducted in this regard where those issues are considered in isolation rather in an integrated fashion. Earlier literature on CRM mostly focuses on technology. Researchers also ignore the role of social capital on CRM success. Therefore, the main purpose of this research is to investigate the role of ICRM and social capital on CRM success. The present study combines the Resource-based view and social capital theory in developing CRM success framework. A Qualitative research approach has been taken in this study where seven relationship managers of different banks of Bangladesh have been interviewed. To identify the factors with their associated variables and to further develop a research model content analysis techniques have been utilized. The results of the interviews identified eighteen major variables affecting CRM success. This paper also highlights the research and managerial implications of the model.