Integrating Technology and Human Elements in Modern Service Marketing
Keywords:
information technology, management, marketing, people, service, technology
Abstract
Many observers have speculated about what an operations strategy is but failed to pin it down to a specific category or explain how it differs from other common operational approaches. The decisions that go into crafting an operations strategy are examined against the backdrop of the several perspectives on how to formulate a strategy, such as the resource based and market driven perspectives. Based on the data, it is clear that these strategies are made up of a wide variety of components, which in turn reflect the wide range of available resources, skills, and expertise. However, the needs of the market and other forces in the supply network play a role in shaping their make-up and the linkages among them. The book concludes with a discussion on how these strategies and their constituent parts might be modified to accommodate various competing goals. This latter point is novel, extends the scope of the inquiry beyond simple definitions, and has obvious practical and theoretical ramifications.
References
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Ling, R., & Yen, D. (2001). Customer relationship management: An analysis framework and implementation strategies. Computer Information Systems, 41(3), 82.
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META Group. (1998). The Seven Deadly Sins of CRM Implementation. META Group Report.
Oldroyd, R. (2005). The Quest for Customer Focus. Harvard Business Review, 83(4), 92.
Optima Media Group. (2006). Developing and Implementing a CRM Strategy The integration of people, processes and technology. Business intelligence.
Peppard, J. (2000), “Customer relationship management (CRM) in financial services”. European Management Journal, 18(3), 312-27.
Renner, D. (2000), “Customer relationship management: a new weapon in your competitive arsenal”. Siebel Magazine, 1(2).
Ricardo, Ch. (2006). Methodology for customer relationship management. Systems and Software, 79, 1015–1024.
Saunders, J. (1999), “Manufacturers build on CRM”. Computing Canada, 25(32), 17-18.
Scannell, T. (1999), “CRM looms on the horizon”. Computer Reseller News, 850, 59-60.
Shari, S., & Chih, H. (2007). Human Processes in Customer Relationship Management. PACIS Proceedings, Paper 87.
Shepard, D. et al. (1998). The New Direct Marketing. McGraw Hill, New York, NY. Solomon, M. (2000). Like ERP, CRM systems can be a struggle to launch.
Computer World, 34(26), 51.
Story, M. (1998). Data warehousing today is tomorrow’s advantage. New Zealand
Manufacturer.
Stringfellow, A., Nie, W., & Bowen, D. (2004). CRM: Profiting from
understanding customer needs. Business Horizons, 47(5), 45.
Wayland, R., & Cole. P. (1997). Customer Connections: New strategies for growth.
Havard Business School Press, Boston, MA.
Al-Mashari, M., & Zairi, M. (2000). The effective application of SAP R/3: A proposed model of best practice. Logistics Information Management, 13(3), 156-66.
Anton, J. (1996). Customer Relationship Management: Making Hard Decision with Soft Numbers. Prentice-Hall, Englewood Cliffs, NJ.
Barton. J. (2002). Successful CRM: Getting the People, Process, and Technology Mix Right. Inform IT.
Bolton, M. (2004). Customer centric business processing. International Journal of Productivity and Performance Management, 53(1/2), 44.
Bull, C. (2003). Strategic issues in customer relationship management (CRM) implementation. Business Process Management, 9(5), 592.
Cap Gemini and International Data Corporation. (1999). Customer Relationship Management: the Changing Economics of Customer Relationship. White Paper prepared by Cap Gemini and International Data Corporation.
Chen, I. (2001). Planning for ERP systems: analysis and future trend. Business Process Management, 7(5), 374-86.
Chen, I., & Popvich, K. (2003). Understanding customer relationship management (CRM): People, process and technology. Business Process Management, 9(5), 672.
Couldwell, C. (1998). A data day battle. Computing, 64-6.Davenport, T., & Short, J. (1990). The new industrial engineering: information technology and business process design. Sloan Management Review, 31(4), 11-27.
Davenport, T., Harris, J., & Kohli, A. (2004). How Do They Know Their Customers So Well? Sloan Management Review, 42(2), 63.
Dickie, J. (1999). Why CRM projects fail. CRM Journal.
Dyche, J. (2001). The CRM handbook: A Business guide to customer relationship management. London: 1st Edition-Wesley Educational publisher Inc.
Eckerson, W., & Watson, H. (2000). Harnessing Customer Information for Strategic Advantage: Technical Challenges and Business Solutions, special report. The Data Warehousing Institute, Chatsworth, CA.
Goldenberg, B. (2000), “What is CRM? What is an e-customer? Why you need them now”. In Proceedings of DCI Customer Relationship Management Conference. Boston, MA.
Hammer, M., & Champy, J. (1993). Reengineering the Corporation. Harper Business, New York, NY.
Herington, D., & Peterson, G. (2000). Making sense of e-CM: setting the strategic agenda for sales automation. In Proceedings of DCI Customer Relationship Management Conference. Boston, MA.
Injazz, J., Chen., & Karen, P. (2003). Understanding customer relationship management (CRM), People, process and technology. Business Process Management, 9(5), 672-688.
Ling, R., & Yen, D. (2001). Customer relationship management: An analysis framework and implementation strategies. Computer Information Systems, 41(3), 82.
Marianna, S. (2005). Integrating customer relationship management in hotel operations: managerial and operational implications. Hospitality Management, 24, 391–413.
META Group. (1998). The Seven Deadly Sins of CRM Implementation. META Group Report.
Oldroyd, R. (2005). The Quest for Customer Focus. Harvard Business Review, 83(4), 92.
Optima Media Group. (2006). Developing and Implementing a CRM Strategy The integration of people, processes and technology. Business intelligence.
Peppard, J. (2000), “Customer relationship management (CRM) in financial services”. European Management Journal, 18(3), 312-27.
Renner, D. (2000), “Customer relationship management: a new weapon in your competitive arsenal”. Siebel Magazine, 1(2).
Ricardo, Ch. (2006). Methodology for customer relationship management. Systems and Software, 79, 1015–1024.
Saunders, J. (1999), “Manufacturers build on CRM”. Computing Canada, 25(32), 17-18.
Scannell, T. (1999), “CRM looms on the horizon”. Computer Reseller News, 850, 59-60.
Shari, S., & Chih, H. (2007). Human Processes in Customer Relationship Management. PACIS Proceedings, Paper 87.
Shepard, D. et al. (1998). The New Direct Marketing. McGraw Hill, New York, NY. Solomon, M. (2000). Like ERP, CRM systems can be a struggle to launch.
Computer World, 34(26), 51.
Story, M. (1998). Data warehousing today is tomorrow’s advantage. New Zealand
Manufacturer.
Stringfellow, A., Nie, W., & Bowen, D. (2004). CRM: Profiting from
understanding customer needs. Business Horizons, 47(5), 45.
Wayland, R., & Cole. P. (1997). Customer Connections: New strategies for growth.
Havard Business School Press, Boston, MA.
How to Cite
Panda, D. S. (2025). Integrating Technology and Human Elements in Modern Service Marketing. International Journal of Applied Service Marketing Perspectives, 14(1), 1-15. Retrieved from https://asmp.gfer.org/index.php/asmp/article/view/72
Section
Articles
