Who is the adopter? organizational acceptance of customer loyalty programs in supermarket chains and the potential role of a community of practice

摘要

The paper presents a map of cognitions about customer relationship management and customer loyalty programs (CRM/CLPs) in USA food retailers. It shows that managers separate CRM/CLPs from their ongoing value adding effort and consider costs of CRM/CLPs critical obstacles. This is an example of failing implementation of IT systems manifesting in managerial cognition.