The effects of customer relationship management on new product design
Customer Relationship Management is widely used as an effective strategy for obtaining, analyzing, and mining valuable customer data for marketing management. However, the role of CRM has been limited for existing product. Most managers have neglected its important function of designing new product. In this study, we propose one theoretical framework in which three aspects of CRM are integrated into the process of new product design. We also test the model using a sample consisting of 100 firms. The results show the positive evidence that CRM has a significant effect on performance of new product design and indirect positive effect of firm performance. These findings have important implications for practice references to managers who especially are in charge of marketing management.
Customer relationship management New product design Firm performance
Lifeng Tu
Nanjing Institute of Railway Technology, Suzhou, 215137, China
国际会议
武汉
英文
151-154
2011-10-17（万方平台首次上网日期，不代表论文的发表时间）