The impact of organizational factors on E-CRM success implementation

Abstract

Purpose This paper aims to analyze the effects of organizational factors on electronic customer relationship management (e-CRM) successful implementation. Design/methodology/approach Data were collected through a structured questionnaire survey conducted in Vietnam. The dataset consists of 241 valid responses by individuals working at Vietnamese airlines. Correlation analysis and structural equation modeling were used to examine the causal relationships among organizational factors, customer orientation, knowledge management, data quality and CRM strategy. Findings The result shows that organizational factors have influence on e-CRM success. However, there are other factors needed to be more considered that are customer orientation having the most influence, following by knowledge management and technology. Still other factors have indirect effect on e-CRM success such as data quality and CRM strategy. Originality/value This study is among the first to examine an integrated model depicting the direct and indirect effects of organization factors on e-CRM success. From this perspective, this paper provides an improved understanding of how customer orientation and organizational factors, technology and knowledge management influences airlines applying e-CRM. This study also provides several implications for practice. The paper suggests airline providers and marketing managers, especially those in Vietnam, focus more on customer orientation activities. The paper also recommends that airlines should pay attention to its organizational structure in line with its customer-orientation strategy.