QUALITATIVE INVESTIGATION OF TAM
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“CRM” and “Customer Satisfaction”
2012 – Present
“CRM” and “Loyalty” 2012 – Present
“CRM” and “Engagement”
2012 – Present
“CRM” and “Knowledge” 2005 – Present
Historical Content
Agrawal (2004) provides a concise overview of CRM, spanning from the 1960s through
2004. He also suggests that CRM can be viewed in four primary ways: a contemporary response
to the emerging climate of unprecedented customer churn, central to the task of making an
organization more customer-centric, the surest symbol of embracing information technology in
business, and the most certain way to increase value to customers and profitability within an
organization. The article discusses early marketing paradigms that were prevalent in the 1960s
and states that the role of marketers at that time was to be “ordained marketers to satisfy
customer needs that were essentially nature created” (Agrawal, 2 004). In the 1970s, marketing
functions served customer wants that were specific solutions to their needs and the outcome of
marketing initiatives, while the marketing ideas of the 1980s were focused more on the lifestyle-
oriented expectations of customers. However, it wasn’t until the 1990s when information
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