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Strategic firm commitments and rewards for customer relationship management in online retailing
In general, academic studies offer a positive portrait of the effect of customer relationship management (CRM) on firm performance, yet practitioners question its value. In this study, the authors attempt to resolve this divergence regarding the value of CRM by suggesting 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 - their bricks-and-mortar experience and their online entry timing - on the performance effect of CRM. The authors test the proposed model with a multimethod approach that uses manager ratings of firm CRM and strategic commitments and third-party customers' ratings of satisfaction in 106 online retailers. The results indicate that a firms' strategic commitments have impressive effects on the performance of their CRM system investments, as measured by the firm's investments in CRM acquisition and retention activities..Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | American Marketing Association., |
|---|---|
| Edisi | - |
| Subjek | Marketing Strategic planning Retailing Performance evaluation Electronic commerce Customer relationship management studies |
| ISBN/ISSN | 222429 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |