Performance implications of customer-linking capabilities: Examining the complementary role of customer orientation and CRM technology

摘要

CRM technology has started receiving vast acceptance among executives and the technology has been validated by many scholarly studies. However, there is little evidence to show what resources and capabilities are required for the CRM to improve customer relationship. Also, very limited work only is available on the effect of CRM technology on the marketing front and how these efforts can influence the organization as a whole. The high cost of CRM technology and the lack of empirical studies its implementation are the reasons for this study. With the resource-based view (RBV) serving as the guide, a model is presented and empirically tested to explain how technology, business, and human resources are integrated to develop a CRM technology capability. This capability, along with a customer-orientated business strategy can develop durable customer relationships. The performance implications of customer-linking capability and how the capabilities moderate the capabilities-performance chain is also examined. (59 refs.)