Title: The emotional side of CRM : results from an empirical study in Switzerland for business-to-business companies
Authors : Siems, Florian
Rüeger, Brian
Hannich, Frank
Published in : European journal of management
Volume(Issue) : 11
Issue : 1
Pages : 19
Pages to: 31
Publisher / Ed. Institution : International Academy of Business and Economics
Issue Date: 2011
License (according to publishing contract) : Licence according to publishing contract
Type of review: Peer review (Publication)
Language : English
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
ISSN: 1555-4015
2378-8526
URI: https://digitalcollection.zhaw.ch/handle/11475/9916
Appears in Collections:Publikationen School of Management and Law

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