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 U.S.A. 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.