Process mapping techniques to investigate the implementation of customer relationship programs

Marion Steel, Chris Dubelaar, Mark Gabbott, Michael Ewing

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

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Abstract

Within the debate about what constitutes ‘good research’ in marketing is a need for data collection tools and analytical tools that can assist researchers in identifying potential causal links between factors in exploratory, qualitative research and to reduce bias through methodological diversity. Process mapping is a data collection and analytical tool that has been well established in the engineering field and is used to identify areas for improvement or develop implementation maps for new processes. More recently it has been used in management business processes such as Enterprise Resource Planning to better understand implementation. Process mapping is discussed as a tool for the investigation and analysis of customer relationship management implementation.
Original languageEnglish
Title of host publicationANZMAC 2005
Subtitle of host publicationconference proceedings : broadening the boundaries
EditorsSharon Purchase
Place of PublicationFremantle, WA
PublisherANZMAC
Pages1-8
Number of pages8
ISBN (Print)064645546X
Publication statusPublished - 2005
Externally publishedYes
EventAustralian and New Zealand Marketing Academy Conference (2005) - Fremantle, WA
Duration: 5 Dec 20057 Dec 2005

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (2005)
CityFremantle, WA
Period5/12/057/12/05

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    Steel, M., Dubelaar, C., Gabbott, M., & Ewing, M. (2005). Process mapping techniques to investigate the implementation of customer relationship programs. In S. Purchase (Ed.), ANZMAC 2005: conference proceedings : broadening the boundaries (pp. 1-8). Fremantle, WA: ANZMAC.