000			02944nam a22001577a 4500
003			OSt
005			20240522151258.0
008			240522b |||||||| |||| 00| 0 eng d
100			_aSubhasish Das , Amiya Kumar Mohapatra , Debasis Mohanty and Sharad Chaturvedi _938955
245			_aInvestigating the Strategic Interactions Among Gartner’s Eight Building Blocks of Successful Customer Relationship Management
300			_a8-25p
520			_aPurpose : The present study intended to validate Gartner’s competency model (2001) in a real-world business scenario and to explore the strategic interactions among Gartner’s eight building blocks of successful customer relationship management (CRM). Methodology : Based on the theory of the CRM maturity model (CRM3), Gartner’s competency model, and the existing literature, the study identified the eight characteristics/building blocks, namely CRM vision, CRM strategy, CRM information, CRM technology, valued customer experience, organizational collaboration, CRM process, and CRM metrics. The survey method was used to collect the data through a well-validated questionnaire from the employees of the select organized retail stores located in Bhubaneswar, Odisha. The responses of 174 employees were considered for the analysis, and confirmatory factor analysis and structural equation modeling were used to analyze the interactions among the eight building blocks of CRM and to test the hypotheses. Findings : The results indicated the mediation of CRM information, valued customer experience, CRM technology, and organizational collaboration between CRM vision, CRM strategy, and CRM metrics. It also comprehensively explained how to implement the competency model proposed by Gartner. The study concluded that CRM can be best implemented in four phases: in phase one, firms must set CRM vision and strategy; in phase two, CRM information and technology; in phase three, valued customer experience, process, and organizational collaboration; and finally, CRM metrics. Implications : This study aimed to bridge the gap in the literature by analyzing the relationships between Gartner’s eight CRM components and providing an explanation of “how and why” they interact. Additionally, it provided professionals and managers with appropriate methodologies and frameworks for the successful deployment of CRM. Originality : This study stands out since it is the first of its type to validate Gartner’s competency model in a real-world business environment. Additionally, it looked into how these elements interact with one another and offered the augmented CRM framework for effective implementation.
653			_aCRM vision, CRM strategy, valued customer experience, CRM process, organizational collaboration
773	0		_030302 _983607 _aGILANI, MEENAKSHI _dINDIAN JOURNAL OF MARKETING 2012 NEW DELHI _o55514214 _tINDIAN JOURNAL OF MARKETING
942			_2ddc _cJA-ARTICLE
999			_c54970 _d54970