Conceptual Analysis of Customer Relationship Management (CRM) Definitions and its Implication on CRM Implementation on Developing Country Context

Abstract

The main aim of this study is to review key definitions of CRM and offer proposition that require further exploration in developing country context. Based on the review of CRM extant literature, the authors discovered that the difference in country context, specifically developed country and emerging countries macro context differs significantly with technological and economic advancement of most o the developing context which poses a significant risk of adopting CRM strategy developed based on developed nations principles in developing countries. The implication of CRM in developing country should be empirically tested. The practical implication is that cultural as well as pattern of customer-firm interactions that are predominantly on interpersonal channels may affect CRM perception and result in its ineffectiveness.