Time and the customer relationship management process: conceptual and methodological insights

Purpose – The concept of time is intrinsically linked to the conceptualization and empirical investigation of organizational processes such as customer relationship management (CRM). The purpose of this paper is to offer conceptual and methodological insights enabling the incorporation of temporal factors in the study of CRM. Design/methodology/approach – A framework toward the integration of time into the study of CRM is proposed and discussed. Findings – This framework, which consists of philosophical, conceptual, methodological and substantive domains, suggests that the locus of time is inherent in the conceptualization and empirical investigation of marketing phenomena. Practical implications – CRM practitioners can emphasize crucial events of the firm‐customer relationship, which are likely to be associated with stronger rapport with customers. Originality/value – The paper promotes more explicit thinking about the temporal dimension in relationship marketing. Second, it advances understanding of the CRM process, since buyer‐seller relationships are dynamic phenomena that embrace the concept of time.