Strategic, operational, and analytical customer relationship management: Attributes and measures

Reiny Iriana, Francis Buttle*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

66 Citations (Scopus)


Customer Relationship Management (CRM) means different things to different people. For some, CRM is the term used to describe a set of IT applications that automate customer-facing processes in marketing, selling and service. For others, it is about an organizational desire to be more customer focused. Others associate CRM with the capture, analysis and exploitation of customer-related data. One distinction that has been made is between strategic, operational and analytical CRM. This paper sets out to understand, conceptualize and operationalize these terms. Our research generally supports the idea of a multi-dimensional conceptualization of CRM. We develop and present an instrument, consisting of a thirteen-item scale, which can be used to assess an organization's orientation towards one or more of these three forms of CRM.

Original languageEnglish
Pages (from-to)23-42
Number of pages20
JournalJournal of Relationship Marketing
Issue number4
Publication statusPublished - 2006


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