The Impact of CRM in Customer Relationships

CRM (Customer Relationship Management) are systems that in an efficient way help suppliers to support and keep a personal relationship to their customers. The purpose of this study was to investigate the role of CRM in the relationship between customer and supplier in a B2B context. The research was conducted within the banking industry.

With help from previous research a model was created and three hypotheses were made. These hypotheses were used to measure CRMs impact on trust, satisfaction and commitment which was the three concepts used to represent relationship.

A questionnaire was conducted and distributed by Email to companies within the area of Kronoberg. 902 companies got the chance to participate in this study, of which 92 responded.

The results of the empirical investigation showed that CRM had a positive impact on all of the mentioned concepts, however the difference in impact on the different concepts should be noted and more research would be required around the area.
Source: Linnaeus University
Author: Artman, Alexander | Brunnberg, Anton | Westerlund, Jesper

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