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  • Linking supply chain management practices to customer relationship management objectives : a proposed framework
    Saad, Nourhan Ahmed ; El Gazzar, Sara ; Mlaker Kač, Sonja
    This research proposes a framework linking supply chain management (SCM) practices to customer relationship management (CRM) objectives through better organizational performance. First, critical ... review was conducted to identify the relationship between SCM practices and organizational performance. Then, a systematic review of published research work on CRM objectives for last two decades was conducted with the purpose of identifying key variables for CRM objectives and their impact on SCM practices through managing organizational performance. The review revealed a set of main variables for CRM objectives (customer satisfaction and customer loyalty). Upon which, a theoretical framework has been developed linking SCM practices to CRM objectives through enhancing organizational performance. This work brings together the concepts of SCM practices and organizational performance. It also provides a comprehensive review on CRM objectives over a time span (2000–2019) in order to develop the framework between SCM practices and CRM objectives through better organizational performance. The proposed framework can help practitioners to understand SCM practices that can lead to better CRM and hence better organizational performance.
    Source: Verslas : teorija ir praktika = Business : theory and practice. - ISSN 1648-0627 (Vol. 23, iss. 1, 2022, str. 154-164)
    Type of material - article, component part ; adult, serious
    Publish date - 2022
    Language - english
    COBISS.SI-ID - 104455427

    Link(s):

    https://doi.org/10.3846/btp.2022.15475
    DOI

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