Linking CRM to customer-oriented behaviour through service climate perceptions

摘要

Integrating the capability view of customer relationship management (CRM) with service climate research, this present study developed a conceptual two-level model that links CRM to customer-oriented behaviour through service climate in service organisations. Data from 629 customers involving 141 bank consultants of retail banks in Taiwan was collected via a questionnaire and analysed using hierarchical linear modelling. The results revealed that CRM was related to service climate perceptions, which, in turn, positively predicted customer-oriented behaviour. In addition, the relationship between CRM and customer-oriented behaviour was mediated by service climate perceptions. Both theoretical and practical implications are discussed as well as future research directions.