Customer Relationship Management (CRM) Implementation Gaps

Journal of Personal Selling and Sales Management, Vol. 24, pp. 279-295, Fall 2004

46 Pages Posted: 21 Feb 2011

See all articles by Alex R. Zablah

Alex R. Zablah

Oklahoma State University

Danny Bellenger

Georgia State University - J. Mack Robinson College of Business

Wesley James Johnston

Georgia State University - J. Mack Robinson College of Business

Date Written: 2004

Abstract

Customer relationship management (CRM) implementation initiatives have been marred by failure, which many in the popular and academic literature attribute to limited technology acceptance among end users. This paper presents a conceptual model that depicts how the extent of alignment between the three constituent elements of a firm’s CRM program (employees, processes and technology) influences end user acceptance of CRM technology. In particular, the model proposes that perceived process-technology, technology-employee and employee-process gaps within CRM programs generates cognitive dissonance among end users, and that the level of dissonance generated ultimately determines whether individuals will adopt or resist the new technology. Research and managerial implications stemming from the literature are provided.

Keywords: Customer Relationship Management, CRM, CRM Technology, Sales Force Automation, SFA, Personal Selling

Suggested Citation

Zablah, Alex R. and Bellenger, Danny and Johnston, Wesley James, Customer Relationship Management (CRM) Implementation Gaps (2004). Journal of Personal Selling and Sales Management, Vol. 24, pp. 279-295, Fall 2004, Available at SSRN: https://ssrn.com/abstract=1764078

Alex R. Zablah (Contact Author)

Oklahoma State University ( email )

Stillwater, OK 74078

HOME PAGE: http://www.zablah.com

Danny Bellenger

Georgia State University - J. Mack Robinson College of Business ( email )

P.O. Box 4050
Atlanta, GA 30303-3083
United States

Wesley James Johnston

Georgia State University - J. Mack Robinson College of Business ( email )

P.O. Box 4050
Atlanta, GA 30303-3083
United States

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