DOES CUSTOMER RELATIONSHIP MANAGEMENT PAY OFF IN TIMES OF ECONOMIC CRISIS?
The latest financial crisis of 2008 hit many industries and firms hard across the globe and it can still be too early to say that it is over (Morgan 2009). Companies particularly suffer difficulties in financing, increased uncertainty in markets, and declining orders during economic crises and subsequent recessions (Deleersnyder et al. 2004). Besides, customer relationship management (CRM) is basically defined as a cross-functional process for achieving a continuous dialogue with customers acros
