Why Do Customer Relationship Management Applications Affect Customer Satisfaction?

Journal of Marketing, Vol. 69, pp. 201-209, October 2005

Posted: 30 Mar 2006

See all articles by Sunil Mithas

Sunil Mithas

University of South Florida

Mayuram S. Krishnan

University of Michigan, Stephen M. Ross School of Business

Claes Fornell

University of Michigan at Ann Arbor

Abstract

This research evaluates the effect of customer relationship management (CRM) on customer knowledge and customer satisfaction. An analysis of archival data for a cross-section of U.S. firms shows that the use of CRM applications is positively associated with improved customer knowledge and improved customer satisfaction. This article also shows that gains in customer knowledge are enhanced when firms share their customer-related information with their supply chain partners.

Keywords: customer relationship management, customer knowledge, customer satisfaction, information technology

JEL Classification: M00, M31

Suggested Citation

Mithas, Sunil and Krishnan, Mayuram S. and Fornell, Claes, Why Do Customer Relationship Management Applications Affect Customer Satisfaction?. Journal of Marketing, Vol. 69, pp. 201-209, October 2005, Available at SSRN: https://ssrn.com/abstract=891585

Sunil Mithas (Contact Author)

University of South Florida ( email )

Tampa, FL 33620
United States

Mayuram S. Krishnan

University of Michigan, Stephen M. Ross School of Business ( email )

701 Tappan Street
Ann Arbor, MI MI 48109
United States
734-763-6749 (Phone)

Claes Fornell

University of Michigan at Ann Arbor ( email )

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