Integrated customer relationship management for service activities

摘要: Purpose – The purpose of this paper is to suggest an integrated framework for designing, implementing and evaluating a customer relationship marketing (CRM) system in service companies, based on gap analysis.Design/methodology/approach summarizes key findings previous research CRM internal (organizational) success/failure factors, adds perspective expectations perceptions, links these external factors using systemic approach.Findings finds that viewing as value quality driver should lead managers consider mean design appropriate interaction flows with customers. Also, from customers' point view could be used segmentation variable identify profiles address them specific means. Finally, the underlines importance coordination coherence among all organizational, technological huma...