Title

Process mapping techniques to investigate the implementation of customer relationship programs

Date of this Version

12-7-2005

Document Type

Conference Paper

Publication Details

Published Version.

Steel, M., Dubelaar, C., Gabbott, M. & Ewing, M. (2005). Process mapping techniques to investigate the implementation of customer relationship programs. Paper presented at the Australian and New Zealand Marketing Academy (ANZMAC) 2005 conference: Broadening the boundaries, Fremantle, Australia.

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© Copyright Marion Steel, Chris Dubelaar, Mark Gabbott & Michael Ewing, 2005.

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.

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This document has been peer reviewed.