Shery International LTD

Gronroos (1994) pointed out that the interactive management is a key aspect of CRM functions. It comprises of all actions designed to transform the prospective client who enters into contact with the business representatives into an active and effective customer (Dufour & Maisonnas, 1997) . It is conceptually based on reciprocity, which constitutes one important dimension of CRM (Nevin, 1995) , and feedback is an important part of the core of interactive management (Evans & Laskin, 1994) . Indeed, Evans & Laskin (1994) consider customer feedback as a key step of the CRM process and define it as the best way for firms to keep in touch with their customers' perceptions.

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