The potentials of CRM application in the public sector

• Autorzy: Mai Thao Phuong , Reicher Regina Zsuzsánna

Identyfikatory

DOI

10.29119/1641-3466.2021.151.24

• Języki publikacji: EN

Abstrakty

EN

Purpose: The interest in the possibility of CRM application in the public sector has begun to emerge again recently with the development of e-government. In this paper, we show the optimistic support to the application of the CRM implementation in the public sector. Design/methodology/approach: In this study, we attempted to explore the potentials of CRM application in public sectors by reviewing the existing literature on the traditional CRM concepts as well as in the context of government over the last decades. Findings: CRM has not been utilised commonly by governments due to the number of complexities that needed to be more investigated and fixed by resolutions. A number of researchers have figured out the big gaps between private and public sectors which lead to difficulties in apply CRM in public services. Social implications: This paper would be the initial foundation for our coming empirical research to get more insights into this area as we do believe that the implementation of CRM in the public sector is an emerging research potential that is valuable and significantly beneficial to the scientific innovation relating to government operation. Originality/value: The paper reviewed existing findings to provide a better understanding of the field and figured out the main potentials of CRM in promoting government reputation, engaging citizens to the operating system, and improving the quality of service delivery in the public services system.

Słowa kluczowe

EN

customer relationship management; CRM application; public sector; government

PL

zarządzanie relacjami z klientami; aplikacja CRM; sektor publiczny; rząd

• Wydawca: Wydawnictwo Politechniki Śląskiej
• Czasopismo: Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
• Rocznik: 2021
• Tom: z. 151
• Strony: 371--386
• Opis fizyczny: Bibliogr. 53 poz.

Twórcy

autor

Mai Thao Phuong

• University of Danang, Vietnam

• https://orcid.org/0000-0003-3184-0590

autor

Reicher Regina Zsuzsánna

• Óbuda University, Hungary

• https://orcid.org/0000-0003-3929-6331

Bibliografia

• 1. Al-Khouri, A.M. (2012). Customer Relationship Management: Proposed Framework from a Government Perspective. Journal of Management and Strategy, 3(4), 34-54.
• 2. Andreassen, T. (1994). Satisfaction, Loyalty and Reputation as Indicators of Customer Orientation in the Public Sector. International Journal of Public Sector Management, 7(2), 16.
• 3. Bannister, F., Remenyi, D., and Batista, L. (2020). Potentialities of customer relationship management in the building of government reputation.
• 4. Barnes, M., and Prior, D. (1995) "Spoilt for Choice? How Consumerism can Disempower Public Service Users". Public Money & Management, 53-58.
• 5. Berman, E. (1997). Dealing with Cynical Citizens. Public Administration Review, 57(2).
• 6. Blanchard, L.A., Hinnant, C.C., and Wong, W. (1998). Market-Based Reforms in Government - Toward a Social Subcontract? Administration & Society, 30(5), 483-511.
• 7. Box, R. (1999). Running Government like Business: Implications for Public Administration Theory and Practice. American Review of Public Administration, 29(1),19-43.
• 8. Carroll, J. (1995). The Rhetoric of Reform and Political Reality in the National Performance Review. Public Administration Review, 55(3), 302-312.
• 9. Chen, I.J., and Popovich, K. (2003). Understanding customer relationship management (CRM): People, process and technology. Business Process Management Journal, 9(5), 672-688.
• 10. Coltman, T., Devinney, T.M., and Midgley, D. (2003). Strategic Drivers and Organizational Impediments to eBusiness Performance: A Latent Class Assessment. AGSM Working Paper Series.
• 11. Crosby, L. (2002). Exploding some myths about customer relationship management. Managing Service Quality.
• 12. Cutler, M., and Sterne, J. (2000). E-Metrics: Business Metrics for the New Economy. NetGenesis and Target Marketing.
• 13. Davies, G., Chun, R., da Silva, R. and Roper, S. (2003) Corporate Reputation and Competitiveness. London: Routledge.
• 14. Dowling, G. (2002). Customer Relationship Management in B2C Markets, Often Less is More. California Management Review, 44(3), 87-104.
• 15. Eisingerné, B.B., Józsa, L. (2014). Does blood count? Buying decision-making processes in stepfamilies. Science Journal of Business and Management, 6, 163-169.
• 16. Eisingerné, B.B., Râmhâp, S. (2019). Innovation development methods for small- and medium-sized enterprises based on the trends/requirement of industry 4.0, In: M. Bezpartochnyi (Ed.), Przeworsk (pp. 251-274). Poland: WSSG.
• 17. EspoCRM (2020). CRM for Education, available at: https://www.espocrm.com/ industries/education/, 20 May 2020.
• 18. European Commission (2017). Quality of Public Administration A Toolbox for Practitioners. Luxembourg: Publications Office of the European Union.
• 19. Farris, P.W., Bendle, N.T., Pfeifer, P.E., and Reibstein, D.J. (2010). Marketing metrics: The definitive guide to measuring marketing performance. Upper Saddle River, NJ: Pearson.
• 20. Fombrun, C. (1996). Reputation, Realising Value from the Corporate Image. Cambridge, MA: Harvard Business School.
• 21. Fox, C. (1996). Reinventing Government as Postmodern Symbolic Politics. Public Administration Review, 56(3), 256-62.
• 22. Frow, P., and Payne, A. (2009). Customer Relationship Management: A Strategic Perspective. Journal of Business Market Management, 3(1), 7-27.
• 23. Glazer, R. (1997). Strategy and Structure in Information-intensive Markets: the Relationship between Marketing and IT. Journal of Market Focused Management, 65-81.
• 24. Gyenge, B., Buresch, J., Kozma, T. (2013). How to Measure the Efficiency of Management Strategy in Organisational Structure. In: F. Bylok, L. Cichobłaziński (Eds.), Human Capital and Corporate Responsibility (pp. 60-72). Poland, Czestochowa: Politechnika Czestochowska.
• 25. Heeks, R. (2001). Understanding e-Governance for Development, i-Government. Working Paper Series, Paper No. 11. Manchester: Institute for Development Policy and Management.
• 26. Hobby, J. (1999). Looking After the One Who Matters. Accountancy Age, 28, 28-30.
• 27. Hood, C., and Peters, G. (2004). The middle Aging of New Public Management: Into the Age of Paradox? Journal of Public Administration Research and Theory, 14(3), 267-282.
• 28. Johnson, W. (2002). New Behaviors, Executive Excellence, 17(9), 16.
• 29. Kell, T. (1993). Negative views undermine public enterprise. The Public Manager: The New Bureaucrat, 22(1).
• 30. King, S.F. (2007). Citizens as customers: Exploring the future of CRM in UK local government. Government Information Quarterly, 24(1), 47-63.
• 31. Knasys, M. (2015). The importance of CRM systems in Higher Education, available at: https://studyportals.com/blog/the-importance-of-customer-relationship-management-crm- systems-in-higher-education/, 20 May 2020.
• 32. Kozma, T. (2017). Cooperation in The Supply Chain Network. Forum Scientiae Economia, 5(3), 45-58.
• 33. Mendoza, L.E., Marius, A., Perez, M., and Griman, A.C. (2007). Critical success Factors for a Customer Strategy. Information Software Technology, 49, 913-945.
• 34. Moore, H. (2003). Building communities: a bottom-up approach. Public Management, Vol. 85(1), 30.
• 35. Neff, D., and Kvandal, S. (2001). Connecting Citizens to Government Online. San Diego Business Journal, 22(23), 14.
• 36. Newell, F. (2003). Why CRM Doesn't Work. Princeton, New Jersey: Bloomberg Press.
• 37. Pan, S.L., Tan, C.W., and Lim, E.T.K. (2006). Customer relationship management (CRM) in e-government: a relational perspective. Decision Support Systems, 42(1), 237-250.
• 38. Passow, T., Fehlmann, R., and Grahlow, H. (2005). Country reputation - from measurement to management: the case of Liechtenstein. Corporate Reputation Review, 7(4), 309-26.
• 39. Payne, A. (2005). Handbook of CRM: Achieving Excellence in Customer Management. Great Britain: Butterworth-Heinemann.
• 40. Rigo, G., Pedron, C.D., Caldeira, M., and Araujo, C.C.S. (2016). CRM Adoption In A Higher Education Institution. Journal of Information Systems and Technology Management, 13(1), 45-60.
• 41. Roberts-Witt, S.L. (2000). It’s the Customer, Stupid! PC Magazine, June 27, IBIZ, 6-22.
• 42. Schellong, A. (2005). CRM in the Public Sector: Towards a Conceptual Research Framework, 326-332.
• 43. Seeman, D.E., and O’Hara, M. (2006). Customer relationship management in higher education: Using information systems to improve the student-school relationship. Campus Wide Information Systems, 23(1), 24-34.
• 44. Silva, R., and Batista, L. (2007). Boosting government reputation through CRM. International Journal of Public Sector Management, 20(7), 588-607.
• 45. Siragher, N. (2001). Carving Jelly: A Managers Reference to Implementing CRM. High Wycombe, Bucks: Chiltern Publishing International Ltd.
• 46. Soudagar, R., Iyer, V., and Hildebrand, V. (2011). The Customer Experience Edge: Technology and Techniques for Delivering an Enduring. Profitable and Positive Experience to Your Customers, McGraw-Hill.
• 47. Starkey, M., and Woodcock, N. (2002). CRM Systems: Necessary, but not Sufficient. Reap the Benefits of Customer Management. Journal of Database Marketing, 9(3), 267-275.
• 48. Stone, M., and Woodcock, N. (2001). Defining CRM and Assessing Its Quality. In: B. Foss, M. Stone (eds.), Successful Customer Relationship Marketing (pp. 3-20). London: Kogan Page.
• 49. Subban, M., Pillay, P., Bhowan, K., and Raga, K. (2007). Towards Effective Service Delivery via Customer Relationship Management. Journal of the Centre for the Study of Southern African Literature and Languages, 14(1), 34-58.
• 50. Swiss, J. (1992). Adapting Total Quality Management (TQM) to Government. Public Administration Review, 52, 356-362.
• 51. Tembo, F. (2012). Citizen voice and state accountability: Towards theories of change that embrace contextual dynamics. UK: Overseas Development Institute.
• 52. Triki, A., and Zouaoui, F. (2011). Customer Knowledge Management Competencies Role in the CRM Implementation Project. Journal of Organizational Knowledge Management, 1-11.
• 53. Yu, L. (2001). Successful Customer-Relationship Management. MIT Sloan Management Review, 42(4), 81-87