Customer Relationship Management in service organisations: prospects, practices and areas of research

Customer Relationship Management (CRM) is a 'key success factor' for enhancing profitability of firms, especially in the service organisations. The last two decades have witnessed CRM to be an extensively researched and practiced field of management. This paper endeavours to encapsulate the concept available literature on CRM, both with national and international perspective. It seeks to epitomise the concept and implementation of CRM with focus on service organisations and to highlight the areas having scope for further clarity and for domain specific research to ensure effective CRM practices.