Strategic Firm Commitments and Rewards for Customer Relationship Management in Online Retailing  

Oleh:

Moorman, Christine ; Srinivasan, Raji

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 69 no. 4 (Oct. 2005), page 193-200.
Topik: customer relationship management; customer relationship management; CRM

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.9 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Academic studies offer a generally positive portrait of the effect of cusomer relationship management (CRM) on firm performance, but practitioners question its valeu. The authors argue that a firm's strategic commitments may be an overlooked organizational factor that influences the rewards for a firm's investments in CRM. using the context of online retailing, the authors consider the effects of two key strategic commitments of online retailers on the performance effect of CRM, their bricks and mortar experience and their online entry timing. They test the proposed model with a multimethod approach that uses manager ratings of firm CRM and strateguc commitments and thrid-party customers' ratings of satisfaction from 106 online retailers. The findings indicate that firms with moderate bricks and mortar experience are better able to leverage CRM for superior customer satisfaction outcomes that firms with either low or high bricks and mortar expericnec. Likewise, firms with moderate online experience are better able to leverage CRM into superior customer satisfcation outcomes than firms with either low or high online experience. These findings help resolve disparate results about the value of CRM and they establish the importance of examining CRM within the strategic context of the firm.

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