Improving customer outcomes through the implementation of customer relationship management: Evidence from Taiwan
Abstract
Purpose
Owing to the sharp refocus among Taiwanese companies away from a product‐centric approach towards a customer‐centric approach, many companies have invested heavily in customer relationship management (CRM) systems. The purpose of this paper is to investigate whether such an investment generates the anticipated benefits.
Design/methodology/approach
The paper uses survey methods among public companies in Taiwan to examine the degree to which CRM implementation impacts upon customer satisfaction and customer loyalty.
Findings
Firms which pay more attention to a customer‐centric approach can benefit significantly from the implementation of CRM systems. There were no differences in the degree or focus of implementation attributable to industry differences.
Research limitations/implications
The results are subject to the normal limitations associated with survey research, and may not be generalisable outside Taiwan.
Practical implications
The paper has significant implications for management decision making in terms of the disposal of resources to pursue customer‐related strategies.
Originality/value
The paper has significant practical implications for companies in Taiwan.
Keywords
Citation
Smith, M. and Chang, C. (2010), "Improving customer outcomes through the implementation of customer relationship management: Evidence from Taiwan", Asian Review of Accounting, Vol. 18 No. 3, pp. 260-285. https://doi.org/10.1108/13217341011089658
Publisher
:Emerald Group Publishing Limited
Copyright © 2010, Emerald Group Publishing Limited