6. CRM Maturity and Its Impact on B2B Customer Satisfaction: An Empirical Study

—Gizem Arici, Oliver Wyman, Zürich, Switzerland

—T. T. Niranjan, Indian Institute of Technology Bombay, Mumbai, India


This chapter develops the CRM maturity construct and uses an in-depth case study of five German and Swedish branches of a leading industrial consulting firm to examine how the construct impacts B2B customer satisfaction. We find that CRM maturity alone does not positively impact customer satisfaction; instead, its dimensions of information management and CRM technology act as enablers, with the greatest impact coming from customer awareness, handling of diverse customers, and CRM organization and culture.


Customer relationship ...

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