The role of integrated customer relationship management in generating and using knowledge in service industry: A study on commercial banks of Bangladesh
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Research on Customer relationship management (CRM) has inconclusive findings in recent years. To address this gap this study develops an integrated CRM success model (ICRM) considering the multidimensional aspects of CRM and including the impacts of possible intervening variables. The research uses a mixed method design approach and is grounded on resource-based and knowledge based views. Findings confirm the direct role of ICRM, and mediating role of customer knowledge and relationship maintenance on CRM success.