TOWARDS THE DEVELOPMENT OF A CRM SUCCESS INDEX

The field of Cause-Related Marketing has expanded rapidly in recent years and organizations invest a large amount of money in CRM campaigns in order to improve sales performance, and positively enhance their corporate and brand image. However, the results expected from CRM practices are often not achieved. Based on an extensive and systematic review of the literature, this article identifies all 21 CRM success factors for profit organizations, examined implicitly in 18 articles published in top tier scientific journals. As such, the paper consequently synthesize the results into a CRM success index and divides the CRM success factors into four main categories: CRM design and structure, Experience, Authenticity, and Socio-demographic variables. In parallel, it is contended that the conceptualization of the results and the generation of a CRM success index, provides theoretical and practical implications that advance the current level of success in CRM campaigns. This CRM success index can help marketing practitioners manage CRM campaigns more efficiently and fulfil their company's goals more effectively. Lastly, the research conducted in this paper, represents the only systematic identification, examination and incorporation of all CRM success factors identified through the existing literature and discusses promising aspects of Cause-Related Marketing for future research.