Customer Relationship Management (CRM) System in Telecommunication Industry: A framework Proposal on the CRM, Information Technology Governance and Organizational Performance
Customer Relationship Management (CRM) is growing in popularity and becoming one of the hottest academic and practical topics in business. In fact, because of the competitive landscape, CRM is crucial and has become a niche for business performance. However, there is limited research to reveal the precursors to the performance of the telecommunications industry. Therefore, this study is an attempt to provide a conceptual value model that explains the theoretical connections that exist between CRM predecessors and telecommunications performance. This study not only serves to clarify the relationship between CRM history and telecommunications performance using the balance scorecard perspective approach, but also to explain the mediating role of IT governance in this context.