Heidemann, Julia and Klier, Mathias and Landherr, Andrea and Zimmermann, Steffen (2013) The optimal level of CRM IT investments An economic model and its application at a financial services provider. ELECTRONIC MARKETS, 23 (1). pp. 73-84. ISSN 1019-6781, 1422-8890
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In light of the growing relevance of customer-oriented business strategies IT investments in the field of Customer Relationship Management have increased considerably. However, firms often could not realize sufficient returns on these IT investments. One major reason for this failure seems to be the lack of appropriate approaches to determine the economic impact of such investments ex ante. Therefore, we develop an economic model to determine the optimal level of Customer Relationship Management IT investments. Using this approach, firms can evaluate, to what extent investments in Customer Relationship Management IT are reasonable. One major result is that in most cases the "all or nothing strategy" pursued by many firms does not lead to the optimal level of investments. To illustrate the practical utility and applicability of the approach, we provide a real world example of a German financial services provider.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | CUSTOMER RELATIONSHIP MANAGEMENT; INFORMATION-SYSTEMS; BUSINESS VALUE; QUALITY; EQUITY; SATISFACTION; NETWORK; IMPACT; IT investments; Customer relationship management; Design science; Economic model |
| Subjects: | 300 Social sciences > 330 Economics |
| Divisions: | Business, Economics and Information Systems > Institut für Wirtschaftsinformatik Business, Economics and Information Systems > Institut für Wirtschaftsinformatik > Alumni or Retired Professors > Professur für Wirtschaftsinformatik - Qualitätsmanagement und Qualitätssicherung (Prof. Dr. Mathias Klier) |
| Depositing User: | Dr. Gernot Deinzer |
| Date Deposited: | 23 Apr 2020 09:32 |
| Last Modified: | 23 Apr 2020 09:32 |
| URI: | https://pred.uni-regensburg.de/id/eprint/17002 |
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