|Title:||The emotional side of CRM : results from an empirical study in Switzerland for business-to-business companies|
|Authors :||Siems, Florian|
|Published in :||European journal of management|
|Publisher / Ed. Institution :||International Academy of Business and Economics|
|License (according to publishing contract) :||Licence according to publishing contract|
|Type of review:||Peer review (Publication)|
|Subjects :||Emotional; Business-to-business; Switzerland; CRM|
|Subject (DDC) :||658.8: Marketing management|
|Abstract:||Following an initial break-in phase that included much discussion and hype, CRM has now materialized into a worldwide field of management in both research and everyday business. The ideal form of CRM continues to be a topic of discussion in literature and business. This paper will address one particular aspect of CRM as it investigates the question of whether and to what extent emotions play a role for CRM in B2B companies. Following a short introduction on the topic, the results of a manager survey that was conducted in Switzerland will be shown. It will here be seen that, although emotions are in fact important when it comes to CRM, they have not nearly been maximized to their fullest possible extent.|
|Departement:||School of Management and Law|
|Organisational Unit:||Institute of Marketing Management (IMM)|
|Publication type:||Article in scientific Journal|
|Appears in Collections:||Publikationen School of Management and Law|
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