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Abstract
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Article Information:
Does the Gap Matter? A Study of IT and Business Culture Toward Customer Relationship Management Practice
T. Limsarun, P. Anurit, C. Chansa-Ngavej and C. Bunchapattanasakda
Corresponding Author: T. Limsarun
Submitted: 2010 November, 10
Accepted: 2010 December, 02
Published: 2010 December, 20 |
Abstract:
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Nowadays, Customer Relationship M anagement (CRM) has become the important part of business
due to the benefit of analyze sale opportunities, campaigns management, personalization to each individual
customer, cross-selling and up-selling. Unfortunately, many research evidence shows that most of the
companies fail to make their CRM effort to pay off. Thus success CRM is required co-operate from the
management and end user buy-in from every department in the CRM installed companies. Therefore this study
aims to highlight the different between Information Technology culture and Business culture. The finding has
shown the significant of the culture gap toward CRM practice, while each part of the organization has to take
care for their role and responsibility in order to success in CRM practice.
Key words: Culture gap, customer relationship management practice, Customer Relationship Management Information Systems (CRM-IS), Information and Communication Technology (ICT), , , ,
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Cite this Reference:
T. Limsarun, P. Anurit, C. Chansa-Ngavej and C. Bunchapattanasakda, . Does the Gap Matter? A Study of IT and Business Culture Toward Customer Relationship Management Practice. Current Research Journal of Social Sciences, (6): 334-339.
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ISSN (Online): 2041-3246
ISSN (Print): 2041-3238 |
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| Sales & Services |
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