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Title:Information resource management in CRM: A case study of Xi’an Guan Ai Cheng Zhang Study Abroad Agency
Author(s):Zhang, Ning; Nunes, Miguel
Subject(s):Customer relationship management (CRM) systems
service sectors
Information resources
Abstract:This research used a case study approach to investigate the management of information resources in CRM in a Chinese company that provides services to students wishing to study abroad. Interviewees from the case study company identified both benefits and problems associated with the use of a CRM system. An inductive case-study approach was used for this research and produced three important findings. Firstly, Chinese service companies can derive substantial benefits from the basic functions of a well-designed and efficient CRM system. Secondly, most Chinese SME service companies either do not use CRM systems at all or only make partial use of their CRM systems due to false perception that there will be a lack of return on investment and to a lack of understanding of CRM principles. Lastly, it is possible for service companies to transform many of the problems related to use of CRM systems into advantages.
Issue Date:2017
Citation Info:Zhang, N., & Nunes, M. (2017). Information Resource Management in CRM: A Case Study of Xi’an Guan Ai Cheng Zhang Study Abroad Agency. In iConference 2017 Proceedings (pp. 293–308).
Series/Report:iConference 2017 Proceedings
Genre:Conference Paper / Presentation
Rights Information:Copyright 2017 Ning Zhang and Miguel Nunes
Date Available in IDEALS:2017-07-27

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