Improving customer outcomes through the implementation of customer relationship management: Evidence from Taiwan

Purpose – Owing to the sharp refocus among Taiwanese companies away from a product-centric approach towards a customer-centric approach, many companies have invested heavily in customer relationship management (CRM) systems. The purpose of this paper is to investigate whether such an investment generates the anticipated benefits. Design/methodology/approach – The paper uses survey methods among public companies in Taiwan to examine the degree to which CRM implementation impacts upon customer satisfaction and customer loyalty. Findings – Firms which pay more attention to a customer-centric approach can benefit significantly from the implementation of CRM systems. There were no differences in the degree or focus of implementation attributable to industry differences. Research limitations/implications – The results are subject to the normal limitations associated with survey research, and may not be generalisable outside Taiwan. Practical implications – The paper has significant implications for management decision making in terms of the disposal of resources to pursue customer-related strategies. Originality/value – The paper has significant practical implications for companies in Taiwan