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The impact of customer relationship management on the financial performance of an organization
1
Chapter 1-Introduction
The impact of customer relationship management on the financial performance of an organization
2
1.1 Introduction
This chapter provides an overview of the dissertation in brief. Background of the
study and rationale of the study are discussed in the first half. Then this chapter goes
on to explain six research objectives and two research questions. Finally structure of
the dissertation is discussed.
1.2 Research context
Customer relationship management, because of its nature, technological
advancements, and its ability to attract and retain potential customers has received
tremendous attention form the organizations. CRM when deployed effectively helps
organization to focus directly on customer and succeed in customer-centric
environment.
The concept of customer relationship management (later referred as CRM) is not very
old. It originated from the......

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Approximate Word Count: 19196
Approximate Pages: 77 (250 words per double-spaced page)

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