Effect of Customer Relationship Management Technology on Organization Performance: A Dynamic Marketing Capability Theory
نویسندگان
چکیده
This study, based on the traditional 4P framework, proposed a construct, dynamic marketing capability, which reflects the extent to which a firm can dynamically adjust its marketing activities and resources in response to changing environments. The construct is hypothesized to mediate the effect of a firm’s information technology (IT) support for CRM on firm performance. With a survey of the 500 largest manufacturing and service firms in Taiwan, the study shows that the dynamic marketing capability of the firm is indeed a significant mediator between IT support for CRM and firm performance in our model. With its presence, the direct effect of IT support for CRM on firm performance fails to be significant, making dynamic marketing capability a full mediator. The implications of the result are provided.
منابع مشابه
A Presentation of the Strategic Entrepreneurial Marketing Model in the Construction Industry
The objective of the present study is to provide a strategic entrepreneurial marketing model in the construction industry in the construction companies of the north of the country using the Grounded theory. The present study is a qualitative research which uses Grounded theory by focusing on deep and semi-structured interview and providing an entrepreneurial strategic marketing strategy. In thi...
متن کاملAn Examination of the Impact of Customer Relationship Management on Marketing Performance by Clarifying Mediating Role of Innovation and Marketing Memory
The aim of this study is to survey the effect of customer relationship management on marketing performance with regard to the mediating role of innovation and marketing memory in Insurance authority in Kerman province. Population in this research is managers and staff of Insurance corporates in Kerman province and the sample amounted to 252 that were estimated by relative random way and Cochran...
متن کاملThe impact of information technology capability on firm performance; a focus on employeecustomer profit chain
Employee-customer-profit(ECP) chain is one of the guidelines for organizations‘success in their life cycle. Strong relationships have been found betweenemployees' attitudes and behaviors, employees' behaviors and customers'impressions, and customers' impressions and revenue growth. Out of this chain,there are some factors that can influence the processes through which these factorsinteract. One...
متن کاملThe study of the Effect of dynamic capabilities on organizational performance by mediating marketing and technical capabilities and examining the modrated role of environmental change
Capabilities are the main factor in the competitiveness of companies in today's business environment. The present study provides a framework for investigating the causal relationships between capabilities (dynamic and operational) and its functional results. The purpose of this study was to investigate the effect of dynamic capabilities on operational capabilities and performance with the role ...
متن کاملSocial media technology usage and customer relationship performance: A capabilities-based examination of social CRM
a r t i c l e i n f o Keywords: Customer relationship management CRM Customer relationship performance Information technology Marketing capabilities Social media technology This study examines how social media technology usage and customer-centric management systems contribute to a firm-level capability of social customer relationship management (CRM). Drawing from the literature in marketing, ...
متن کامل