Customer Relationship Management: In B2C Markets, Often Less is More
质疑客户关系管理（CRM）的核心假设，认为其价值被高估，建议企业在采用CRM前应仔细评估成本效益。
Customer Relationship Management (CRM) is premised on the belief that developing a relationship with customers is the best way to gain their loyalty. It is argued that loyal customers are more profitable than non-loyal customers. Recently, academic researchers have questioned some of the key premises that are used to support CRM in general, and relationship marketing and customer loyalty programs in particular. This article critically examines the assumptions that underpin CRM and presents the results of research that is skeptical of its value. CRM should only be adopted after a careful appraisal of its cost-effectiveness.