The emotional side of CRM : results from an empirical study in Switzerland for business-to-business companies

Siems, Florian; Rüeger, Brian; Hannich, Frank

Publication type:	Article in scientific journal
Type of review:	Peer review (publication)
Title:	The emotional side of CRM : results from an empirical study in Switzerland for business-to-business companies
Authors:	Siems, Florian Rüeger, Brian Hannich, Frank
Published in:	European Journal of Management
Volume(Issue):	11
Issue:	1
Page(s):	19
Pages to:	31
Issue Date:	2011
Publisher / Ed. Institution:	International Academy of Business and Economics
ISSN:	1555-4015 2378-8526
Language:	English
Subjects:	Emotional; Business-to-business; Switzerland; CRM
Subject (DDC):	658.8: Marketing management
Abstract:	Following an initial break-in phase that included much discussion and hype, CRM has now materialized into a worldwide field of management in both research and everyday business. The ideal form of CRM continues to be a topic of discussion in literature and business. This paper will address one particular aspect of CRM as it investigates the question of whether and to what extent emotions play a role for CRM in B2B companies. Following a short introduction on the topic, the results of a manager survey that was conducted in Switzerland will be shown. It will here be seen that, although emotions are in fact important when it comes to CRM, they have not nearly been maximized to their fullest possible extent.
URI:	https://digitalcollection.zhaw.ch/handle/11475/9916
Fulltext version:	Published version
License (according to publishing contract):	Licence according to publishing contract
Departement:	School of Management and Law
Organisational Unit:	Institute of Marketing Management (IMM)
Appears in collections:	Publikationen School of Management and Law

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Siems, F., Rüeger, B., & Hannich, F. (2011). The emotional side of CRM : results from an empirical study in Switzerland for business-to-business companies. European Journal of Management, 11(1), 19–31.

Siems, F., Rüeger, B. and Hannich, F. (2011) ‘The emotional side of CRM : results from an empirical study in Switzerland for business-to-business companies’, European Journal of Management, 11(1), pp. 19–31.

F. Siems, B. Rüeger, and F. Hannich, “The emotional side of CRM : results from an empirical study in Switzerland for business-to-business companies,” European Journal of Management, vol. 11, no. 1, pp. 19–31, 2011.

SIEMS, Florian, Brian RÜEGER und Frank HANNICH, 2011. The emotional side of CRM : results from an empirical study in Switzerland for business-to-business companies. European Journal of Management. 2011. Bd. 11, Nr. 1, S. 19–31

Siems, Florian, Brian Rüeger, and Frank Hannich. 2011. “The Emotional Side of CRM : Results from an Empirical Study in Switzerland for Business-to-Business Companies.” European Journal of Management 11 (1): 19–31.

Siems, Florian, et al. “The Emotional Side of CRM : Results from an Empirical Study in Switzerland for Business-to-Business Companies.” European Journal of Management, vol. 11, no. 1, 2011, pp. 19–31.