Performance measurement of a CRM project: a theoretical model and empirical analyses

Our study aims to develop a CRM performance evaluation model that helps to manage CRM impacts on processes, customer perceived value, organizational capital, and human capital. First, the main published contributions on CRM performance evaluation are reviewed, highlighting new needs and shortcomings. Then, the method, rooted in the literature, followed for the design and validation of the proposed model is illustrated, and results are presented. Eventually, a model is derived, that it is evaluated and tested empirically, demonstrating its applicability and utility. The paper ends with a discussion of academic and practical contributions, indicating limitations and avenues for future research.