Virgil Troy

Citation

Thesis Title
The anatomy of a customer relationship management (CRM) initiative

Read article at Massey Research Online:

Mr Troy explored, for the first time, the anatomy of a customer relationship management (CRM) initiative within an electricity lines company. Until recently, this was inaccessible to scientific investigation. He also empirically measured CRM processes and practices from a New Zealand organisational perspective. CRM is based on three central assumptions: (1) customers want a relationship with suppliers of products or services; (2) CRM is a process or practice that all organisations to some degree either engage or should engage in; and (3) good CRM increases the level of emotional bond between customer and supplier. Mr Troy''sresearch showed that (1) few customers wanted an active relationship with their supplier, and (2) not all organisations demonstrated CRM processes but practices were in place to engage with their customers. Findings also showed that (3) from a lines company perspective, emotional bonds are driven by poor quality rather than good quality.

Supervisors
Dr Robin Mann
Professor Nigel Grigg