THE IMPACT OF A CUSTOMER PROFILE AND CUSTOMER PARTICIPATION ON CUSTOMER RELATIONSHIP MANAGEMENT PERFORMANCE

Abstract

Customer Relationship Management (CRM) is one important application for e-business. Two important factors influencing CRM performance are: customer profiles and customer participation. The result of this experimental study demonstrates that the use of customer profiles improves the customers ’ perception of the quality of goods and increases the effectiveness of Customer Relationship Management (CRM). In addition, customer participation can improve customers ’ perceptions the quality of goods and enhance performance of CRM through perceived participation. The results indicate that the customer profiles and customer participation are two crucial factors for companies to maintain good customer relations