Exploring CRM and SRM User Satisfaction in B2B Relationships Management.

Kooli, K., Ben Mansour, K. and Cornwell, V., 2016. Exploring CRM and SRM User Satisfaction in B2B Relationships Management. Journal of Customer Behaviour, 15 (1), pp. 81-95.

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DOI: 10.1362/147539216X14594362873578


This paper explores CRM and SRM systems user satisfaction and its effect on Business to Business (B2B) relationships management. In the literature, a lot has been said about Customer Relationship Management (CRM) particularly in B2C context. However, fewer attempts to explore Supply Relationship Management (SRM) have been made. An inductive approach was adopted to explore CRM and SRM user satisfaction in achieving stronger B2B relationships. A single case study using observation, focus groups and interviews was implemented. Findings show that user involvement in systems design generates useR motivation to use the systems which in turn improves user satisfaction. This therefore, improves the company relationships with both suppliers and customers.

Item Type:Article
Uncontrolled Keywords:Relationship marketing; CRM system; SRM system; User satisfaction; User motivation; User involvement; B2B companies
Group:Faculty of Management
ID Code:24363
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:13 Jul 2016 12:59
Last Modified:03 Oct 2016 15:23


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