CRM: A Conceptual Framework of Enablers and Perspectives

Abstract

The paper aims to consider the neglected perspective of customer relationship management (CRM) under the perspective of business performance. This research also identifies the key types of enablers in the relationship between CRM and business performance.  Base on a broad literature review and utilizing from the Meta analysis, the paper identifies micro and macro analysis as two main forms of CRM perspectives as well as four main elements of enablers in the CRM area. The research has addressed new venue for scholars to test and examine the role of enablers in the CRM implementation as well as business performance.  This study emphasized on dual value creation in the cycle of CRM perspectives, enablers and business performance. In addition, the manuscript demonstrates the possible conduct of CRM analysis and enablers on practical sample for companies.