A conceptual model of customer relationship management alignment

• Main Authors: Mohamed, Norshidah, Abdul Karim, Nor Shahriza, Mahmud, Murni, Ahlan, Abdul Rahman, Hussein, Ramlah, Kaur, Jasber
• Other Authors: Nunes, Miguel Baptista
• Format: Book Section
• Published: International Association for Development of the Information Society 2012
• Subjects: HD28 Management. Industrial Management
• Online Access: http://eprints.utm.my/id/eprint/35750/; http://www.iadisportal.org/digital-library/a-conceptual-model-of-customer-relationship-management-alignment

The paper proposes a conceptual model of customer relationship management (CRM) alignment. The research adopts the business-information systems (IS) strategic alignment model, CRM process and technology perspectives and effectiveness of CRM as a basis. Based on a review of CRM, we propose CRM alignment to consist of business-IS strategic alignment and CRM process-IS alignment. The impact of CRM alignment is CRM performance that is modeled using the Balanced Scorecard framework. As the research is in-progress, the results of pilot study are presented in the paper.