PhD in Marketing


Room: A75 NB
Tel: +44 (0) 115 66690
Email: lixkyal1@nottingham.ac.uk

Current Status: Completed
Year of Registration: 2003
Expected Completion Date: /09/2009

Research Topic:
CRM adoption and its impact on organizational performance

Research Details:
Customer Relationship Management (CRM) is a term that is now gathering serious attention from attorneys, accountants, merchants, bankers and financial advisors. Presently, many organizations in Hong Kong and other countries are investing a lot of money in adopting CRM. CRM is here to stay, in no small part because customers are fed up with poor service and the feeling of being disconnected from the people who take their money. Everyone has been exposed to these changes; for example, the mailings from banks offering special interest rates and phone companies offering incentives to switch to their services. At the core of all of these is the offering company's desire to develop a "relationship" with a target audience. As CRM is becoming more common nowadays, many organizations have adopted CRM in order to increase their profits.
This make us to investigate empirically-

1) the factors which lead organizations to adopt CRM; and

2) the impact of CRM on the organizational performance.

In the literature written to date, the reasons and the impact of CRM adoption by companies were not empirically tested with any statistical model. Hence, our model will be very useful for companies to use as a reference when they want to adopt CRM as it will have enough hard evidence to prove the effects of CRM adopted in an organization. Carrying out the study in a highly concentrated service environment such as Hong Kong, the local situation of CRM adoption can be investigated as well.

Research Supervisor/s: Christine Ennew and Darryn Mitussis

Division: Marketing