Affiliation:
1. College of Management and Design, Ming Chi University of Technology, New Taipei City, Taiwan 243
Abstract
Building on contingency theory and the input–process–output model, this paper investigates the relationships between customer relationship management (CRM) technology adoption, customization capability, CRM effectiveness, and strategic alignment. By surveying senior managers of customized service projects from 288 information technology service firms in Taiwan, we find that CRM technology adoption has a positive relationship with customization capacity, which is, in turn, positively correlated with CRM effectiveness with the correlation being moderated by strategic alignment. This study suggests that CRM marketing and operational technologies can enhance CRM effectiveness via customization capability. This study also uncovers approaches to achieving enhancement.
Publisher
Institute for Operations Research and the Management Sciences (INFORMS)
Subject
Marketing,Management Science and Operations Research,Modeling and Simulation,Business and International Management
Cited by
4 articles.
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