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The Strathprints institutional repository is a digital archive of University of Strathclyde research outputs.

Strathprints serves world leading Open Access research by the University of Strathclyde, including research by the Strathclyde Institute of Pharmacy and Biomedical Sciences (SIPBS), where research centres such as the Industrial Biotechnology Innovation Centre (IBioIC), the Cancer Research UK Formulation Unit, SeaBioTech and the Centre for Biophotonics are based.

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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.