The Impact of Technological and Organizational Implementation of CRM on Customer Acquisition, Maintenance, and Retention
Jan U. Becker
University of Kiel
Hamburg School of Business Administration
Christian-Albrechts-Universitaet at Kiel
April 1, 2009
International Journal of Research in Marketing, Forthcoming
In recent years, customer relationship management (CRM) has been a topic of the utmost importance for scholars and managers. Despite the evidence provided by numerous empirical studies, many companies that have implemented CRM systems report unsatisfactory levels of improvement. This study analyzes what influence companies can expect CRM implementation to have on performance and how they can leverage its impact. The authors propose a conceptual model that investigates the link between technological and organizational implementations, as well as the implementations' interactions with management and employee support and CRM process-related performance. By measuring CRM performance in terms of initiating, maintaining, and retaining customer relationships, the study provides a detailed picture of what CRM implementations are capable of achieving. The results of the empirical study, conducted across four industries and ten European countries, indicate that CRM implementations do not impact performance regarding all aspects of the CRM process alike, and that they do have an impact only if adequately supported by respective company stakeholders.
Number of Pages in PDF File: 38
Keywords: Customer Relationship Management, CRM Process, Customer Life-Cycle
Date posted: April 2, 2009
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