Cross-Functional Problems in the Customer Relationship Management Implementation of Relationship Marketing

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Issue
Vol. 1 No. 3 (2023): Desember: Journal of Managerial Sciences and Studies
Published: Oct 30, 2023
Keywords:
Customer Relationship Management,
Cross-Functional Integration,
Information Technology,
Relationship Marketing

Main Article Content

Zainul Wasik
Department of Management, Faculty of Economics and Business, Airlangga University, Surabaya, Indonesia
Sudarnice
Department of Management, Faculty of Economics and Business, University of Sembilanbelas November Kolaka, Indonesia.
Muchammad Saifuddin
Management Department, Faculty of Economics and Islamic Business, Sunan Ampel State Islamic University, Surabaya.

Abstract

The way businesses are structured has significantly changed as they transition from customer-based to product-based structures. The development of Customer Relationship Management, which is supported by the convergence of information systems and the creation of auxiliary software, is a major force behind this transition. It promises to dramatically enhance the application of relationship marketing principles. The three key issues that can help (or hurt) the growth of customer relationship management in the service industry are examined in this paper. These issues are organisational culture and communication, management metrics, and cross-functional integration, particularly between marketing and information technology.

Article Details

How to Cite
Zainul Wasik, Sudarnice, & Saifuddin, M. (2023). Cross-Functional Problems in the Customer Relationship Management Implementation of Relationship Marketing. Journal of Managerial Sciences and Studies, 1(3), 292–309. https://doi.org/10.61160/jomss.v1i3.21
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