Information resource management in CRM: A case study of Xi’an Guan Ai Cheng Zhang Study Abroad Agency

Zhang, Ning; Nunes, Miguel

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https://hdl.handle.net/2142/96680 Copy

Description

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

Issue Date

2017

Keyword(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.

Publisher

iSchools

Series/Report Name or Number

iConference 2017 Proceedings

Type of Resource

text

Language

en

Permalink

http://hdl.handle.net/2142/96680

Copyright and License Information

Copyright 2017 Ning Zhang and Miguel Nunes

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