CRM as a Support for Knowledge Management and Customer Relationship

Autores/as

  • Silvana Toriani University of Southern Santa Catarina
  • Maria Terezinha Angeloni Pierre Mendès France University

DOI:

https://doi.org/10.4301/s1807-17752011000100005

Palabras clave:

Customer Relationship Management, Knowledge Management, Relationship Marketing, and Customer Relationship Strategy

Resumen

This paper aims to analyze the role of Customer Relationship Management (CRM) as a support for Knowledge Management (KM) and the Customer Relationship Strategy Definition in an Information Technology (IT) Company. This work is based on theories of KM, IT, and Relationship Marketing. Our survey uses a descriptive approach, in which data is gathered by means of content analysis of semi-structured interviews. The study results have shown us that the company implements an effective system for CRM, in which the system users transform data into information and knowledge in order to support decision-making and strategy definition.

Descargas

Publicado

2011-05-13

Cómo citar

Toriani, S., & Angeloni, M. T. (2011). CRM as a Support for Knowledge Management and Customer Relationship. JISTEM Journal of Information Systems and Technology Management, 8(1), 87–108. https://doi.org/10.4301/s1807-17752011000100005

Número

Vol. 8 Núm. 1 (2011)

Sección

Articles

Licencia

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