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The Strathprints institutional repository is a digital archive of University of Strathclyde's Open Access research outputs. Strathprints provides access to thousands of Open Access research papers by University of Strathclyde researchers, including by Strathclyde researchers from the Department of Computer & Information Sciences involved in researching exciting new applications for mobile and smartphone technology. But the transformative application of mobile technologies is also the focus of research within disciplines as diverse as Electronic & Electrical Engineering, Marketing, Human Resource Management and Biomedical Enginering, among others.

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An examination of primary stakeholders' opinions in CRM: Convergence and divergence?

Hart, Susan and Hogg, Gillian M. and Banerjee, M. (2002) An examination of primary stakeholders' opinions in CRM: Convergence and divergence? Journal of Customer Behaviour, 1 (2). pp. 241-268. ISSN 1475-3928

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Abstract

The research described in this article attempts to understand the Customer Relationship Management (CRM) interest groups in the context of Stakeholder Theory. It aims to profile current CRM practices and factors that impact on success from the perspectives of users, i.e. firms deploying CRM, consultants and software vendors offering CRM solutions. The findings from 719 responses to an online survey suggest that users', consultants' and suppliers' views do not converge on issues related to CRM objectives, perceived success, causes of failure, effectiveness of CRM tasks and evaluation. The results of this study provide a platform for future research.