Nguyen, Bang and Mutum, Dilip S. (2012) Customer relationship management : advances, dark sides, exploitation and unfairness. International Journal of Electronic Customer Relationship Management, Vol.6 (No.1). pp. 1-19. doi:10.1504/IJECRM.2012.046467 ISSN 1750-0664.

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Abstract

As CRM schemes are getting increasingly sophisticated at personalising offers, there are both great benefits, but at the same time, also disadvantages that firms must consider. In this paper, CRM research is extensively reviewed with a particular focus on the advancements and their inherent dark sides. The danger of implementing CRM in a way that leads customers to believe that they are worse off requires more research. The risks of depleting customer trust are discussed and pose a significant threat to CRM. This is evident when customers perceive themselves as being exploited by firm's CRM schemes if it is overly used and misused. Thus, advances in CRM must consider these issues of fairness and trust. Eight propositions are made about CRM's, advances, dark sides, exploitation and unfairness.

Item Type:	Journal Article
Divisions:	Faculty of Social Sciences > Warwick Business School
Journal or Publication Title:	International Journal of Electronic Customer Relationship Management
Publisher:	Inderscience Publishers
ISSN:	1750-0664
Official Date:	2012
Dates:	Date Event 2012 Published
Volume:	Vol.6
Number:	No.1
Page Range:	pp. 1-19
DOI:	10.1504/IJECRM.2012.046467
Status:	Peer Reviewed
Publication Status:	Published

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