Desperately Seeking Self-Determination: Key to the New Enterprise Logic of Customer Relationships

A growing ‘chasm’ separates consumers and the adversarial buyer-seller practices of commerce. CRM systems focusing on maximizing transaction values are “ultimately doomed.” In response, Zuboff and Maxmin (2002) have outlined the contours of the new enterprise logic based upon “relationship economics.” Their paradigm recognizes the critical need for satisfying ‘new’ consumers’ needs for psychological self-determination while treating them as the origin of all value. This research develops theory-based empirical understanding of their core concept of “psychological self-determination” that is central to the new enterprise logic of customer relationships. By situating the proposed construct within technology acceptance research, we outline how future CRM implementation research can benefit from better understanding about consumers’ perceptions and behaviors. The theoretical construct and proposed measures are empirically validated in an organizational implementation of a communication, collaboration, and coordination system. Directions for extending this research to design and implementation of new CRM systems are offered.