scholarly journals The Impact of Customer Relationship Management (CRM) Technology on  Business-to-Business Customer Relationships

2021 ◽  
Author(s):  
◽  
James Edward Richard
Keyword(s):  
Technology Adoption ◽  
Conceptual Model ◽  
Customer Relationship Management ◽  
Relationship Management ◽  
Customer Relationships ◽  
Customer Relationship ◽  
Relationship Model ◽  
Relationship Performance ◽  
The Impact ◽  
Depth Interviews

<p>Recent academic and practitioner studies suggest that Customer Relationship Management (CRM) provides improved business opportunity, yet has received mixed performance reviews in the extant literature. This research explored the relationship between CRM technology adoption, market orientation and relationship marketing, and the subsequent impact on business relationships and relationship performance. A conceptual model was developed based on the literature and information obtained through one-to-one in-depth interviews. The model incorporated key relationship constructs; trust, commitment and communications quality, and investigated the impact of CRM technology adoption on these constructs and relationship performance. In addition the firm's market and technology orientation was considered as critical antecedents to the adoption of CRM technology. The research incorporated a two-phased, cross-sectional design. The first research phase was exploratory, utilising one-on-one in-depth interviews with key informants. The objective was to explore the conceptualised CRM technology adoption - customer relationship model for robustness and realism. These findings were used to refine the CRM technology adoption - customer relationship model and the measurement instrument before proceeding with the explanatory phase of the study. The explanatory phase of the research consisted of an instrument development stage - creating, testing and finalising the research instrument, followed by a quantitative study of medium and large business in the manufacturing, services and wholesale industries in New Zealand. The objective of this stage of the research was to test and validate the CRM technology adoption - customer relationship model and measurement instruments. Measures of CRM technology adoption were collected from the supplier firms, while measures of relationship strength and relationship performance were collected separately from the customer perspective. The benefits for practitioners include methods to improved relationship and business performance from CRM technology implementation. The key benefit for academia is the development of a conceptual model linking CRM technology to RM, and providing insights into the synergies available from technology.</p>

scholarly journals The Impact of Customer Relationship Management (CRM) Technology on  Business-to-Business Customer Relationships

2021 ◽  
Author(s):  
◽  
James Edward Richard
Keyword(s):  
Technology Adoption ◽  
Conceptual Model ◽  
Customer Relationship Management ◽  
Relationship Management ◽  
Customer Relationships ◽  
Customer Relationship ◽  
Relationship Model ◽  
Relationship Performance ◽  
The Impact ◽  
Depth Interviews

<p>Recent academic and practitioner studies suggest that Customer Relationship Management (CRM) provides improved business opportunity, yet has received mixed performance reviews in the extant literature. This research explored the relationship between CRM technology adoption, market orientation and relationship marketing, and the subsequent impact on business relationships and relationship performance. A conceptual model was developed based on the literature and information obtained through one-to-one in-depth interviews. The model incorporated key relationship constructs; trust, commitment and communications quality, and investigated the impact of CRM technology adoption on these constructs and relationship performance. In addition the firm's market and technology orientation was considered as critical antecedents to the adoption of CRM technology. The research incorporated a two-phased, cross-sectional design. The first research phase was exploratory, utilising one-on-one in-depth interviews with key informants. The objective was to explore the conceptualised CRM technology adoption - customer relationship model for robustness and realism. These findings were used to refine the CRM technology adoption - customer relationship model and the measurement instrument before proceeding with the explanatory phase of the study. The explanatory phase of the research consisted of an instrument development stage - creating, testing and finalising the research instrument, followed by a quantitative study of medium and large business in the manufacturing, services and wholesale industries in New Zealand. The objective of this stage of the research was to test and validate the CRM technology adoption - customer relationship model and measurement instruments. Measures of CRM technology adoption were collected from the supplier firms, while measures of relationship strength and relationship performance were collected separately from the customer perspective. The benefits for practitioners include methods to improved relationship and business performance from CRM technology implementation. The key benefit for academia is the development of a conceptual model linking CRM technology to RM, and providing insights into the synergies available from technology.</p>

The impact of customer knowledge and customer relationship management on service quality

2014 ◽  
Vol 6 (1) ◽  
pp. 77-96 ◽  
Author(s):  
Shu-Mei Tseng ◽  
Pin-Hong Wu
Keyword(s):  
Service Quality ◽  
Customer Relationship Management ◽  
Management Practices ◽  
Relationship Management ◽  
Customer Relationships ◽  
Customer Relationship ◽  
Future Research ◽  
Customer Knowledge ◽  
Content Type ◽  
The Impact

Purpose – Enterprises realize that customers are their most important asset and recognize that a high level of customer satisfaction can only be achieved by enhancing service quality. Thus, how enterprises acquire customer knowledge by which to initiate and maintain customer relationships, as well as to enhance service quality has become an important issue. The paper aims to discuss these issues. Design/methodology/approach – This study uses a questionnaire and statistical analytical techniques to explore the impact of customer knowledge and customer relationship management (CRM) on service quality. Findings – The results indicated that customer knowledge has a positive influence on service quality and CRM is the partial intervening variable between customer knowledge and service quality. That is, customer knowledge enhances the CRM, while CRM, in turn, increases service quality and provides competitive advantages. Research limitations/implications – This research explored the impact of customer knowledge and CRM on service quality based on the company's perception and there was no validation on the customers' perception of the company. Therefore, it is suggested that future research should involve company staff, current customers, and latent customers to strengthen the triangulation. Practical implications – The results found that customer knowledge is indeed an important source of competitive advantage. Hence, enterprises should acquire valuable customer knowledge in order to enhance the relationship with customers, as well as enhance their service quality. Originality/value – There is still little related literature investigating the relationships amongst customer knowledge, CRM, and service quality. Hence, this study applies questionnaire methods as the main research tools in order to conduct an in-depth investigation into the influence of customer knowledge and CRM on service quality. Furthermore, this research is expected to provide enterprises with valuable suggestions for management practices.

scholarly journals The Effect of e-CRM on Customer Satisfaction: An Empirical Study of Online Shopping

2015 ◽  
Vol 1 (2) ◽  
pp. 142-152
Author(s):  
Gurmeet Singh Sain ◽  
Sushil Kumar
Keyword(s):  
Customer Satisfaction ◽  
Empirical Study ◽  
Conceptual Model ◽  
Customer Relationship Management ◽  
Online Shopping ◽  
Relationship Management ◽  
Customer Relationships ◽  
Customer Relationship

One of the key developments in marketing has been the advent of electronic customer relationship management (e-CRM) systems, designed primarily to create and manage long lasting customer relationships. To remain competitive in this internet based environment it is imperative to attract new customers and increase customer’s retention and to achieve these objectives it is crucial to implement e-CRM. The study was aimed to identify the effect of e-CRM strategies on customersatisfaction in context of online shopping. This study is based on 150 respondents and analysis confirms the conceptual model that convenience, trust and security have significant effect on customer satisfaction. This study enables managers and marketers to implement the e-CRM in the best shape and match it with current needs and requirements of consumers. The conclusions suggest that if organizations want to get the most from their e-CRM implementations they need to revisit thegeneral principles of usability and resistance which should be applied thoroughly and consistently.

scholarly journals THE IMPACT OF CUSTOMER RELATIONSHIP MANAGEMENT COMPONENT ON GUEST LOYALTY TOWARD STARRED HOTEL IN YOGYAKARTA

2020 ◽  
Vol 4 (1) ◽  
pp. 37
Author(s):  
Dasril Indra ◽  
Ersy Ervina
Keyword(s):  
Data Collection ◽  
Customer Relationship Management ◽  
Survey Methods ◽  
Relationship Management ◽  
Customer Relationships ◽  
Customer Relationship ◽  
Service Programs ◽  
The Impact ◽  
The City ◽  
Guest Loyalty

Purpose: This study aims to identify the overview of customer relationship management, analyze the level of hotel guest loyalty, and analyze the effect of customer relationship management consisting of services for the long term, individual service programs and partner relationships to the loyalty of hotel residents both simultaneously and partially. Research methods: This research was conducted in a descriptive and verification manner, while the research method used was a descriptive survey and explanatory survey methods, using samples through probability sampling techniques. Data collection used was interviews using a questionnaire accompanied by observation techniques. Data collection in the field was carried out in 2019. Data analysis used Path Analysis. Results and discussions: The results of this study indicate that; indicators of customer relationship management, and customer loyalty in four-star hotels in Yogyakarta City are generally rated well by customers, which means that four-star hotels in the City of Yogyakarta can raise good customer relationships and can provide high value and loyalty to their customer. Conclusion: Customer relationship management both simultaneously and partially affects the loyalty of four-star hotel customers in the city of Yogyakarta.

scholarly journals Mobile customer relationship management: Factors affecting consumer mobile technology adoption within the hotel industry

SURG Journal ◽  
2012 ◽  
Vol 5 (2) ◽  
pp. 44-50
Author(s):  
Tina Y. T. Chan
Keyword(s):  
Technology Adoption ◽  
Mobile Technology ◽  
Customer Relationship Management ◽  
Positive Impact ◽  
Hotel Industry ◽  
Relationship Management ◽  
Customer Relationship ◽  
Factors Affecting ◽  
Key Drivers ◽  
The Impact

Mobile and smartphone technologies have been on the rise for a decade now, and their rapid adoption has compelled researchers to study the impact of this technological trend. While many of the studies focus on the general effects of mobile technology within the world of commerce, this paper aims to identify the factors that influence mobile customer relationship management by hotel brands. A multi-disciplinary review of research and literature identified several barriers and drivers of mobile technology adoption. The key drivers, immediacy, ubiquity and message personalization, were found to have a positive impact on mobile connections as they build trust and enhance satisfaction, thereby facilitating customer relationship management.

Customer relationship management for hotels in Hong Kong

2010 ◽  
Vol 22 (2) ◽  
pp. 139-159 ◽  
Author(s):  
Ada S. Lo ◽  
Lawrence D. Stalcup ◽  
Amy Lee
Keyword(s):  
Customer Relationship Management ◽  
Value Chain ◽  
Hotel Industry ◽  
Relationship Management ◽  
Customer Relationships ◽  
Customer Relationship ◽  
Content Type ◽  
Hotel Managers ◽  
And Control ◽  
Depth Interviews

PurposeThe purpose of this study is to investigate how hotels are implementing customer relationship management (CRM) practices at the property level.Design/methodology/approachSemi‐structured in‐depth interviews were conducted with 45 hotel managers from 17 hotels. The interviews were recorded, transcribed, and analyzed using content analysis.FindingsAll participating hotels have practices in place to manage customer relationships. The most commonly cited goal for CRM is guest retention. Evaluation and control are perceived as very important activities not only to create value for the customers, but also to track the performance of the guest contact departments and the customers' evaluations of the hotel/restaurant experiences.Research limitations/implicationsThe sample is probably biased towards hotels that are most interested in CRM and are heavily weighted towards higher tariff properties.Practical implicationsThe study modified Buttle's CRM value chain to analyze hotels' CRM practices. Results of the study provide a source for industry practitioners to compare and benchmark their practices and to obtain useful CRM ideas.Originality/valueCRM‐related research in the hotel industry has looked at a variety of specific practices and its role in achieving overall objectives at the corporate strategic level. Yet, no research has been done to investigate CRM practices at the property level for hotels using the CRM value chain.

scholarly journals The effect of digital marketing on customer relationship management in the education sector: Peruvian case

2021 ◽  
Vol 9 (3) ◽  
pp. 549-554 ◽  
Author(s):  
Sofía Oré-Calixto ◽  
Wagner Vicente-Ramos
Keyword(s):  
Customer Relationship Management ◽  
Significant Influence ◽  
Educational Institution ◽  
Relationship Management ◽  
Structural Equations ◽  
Customer Relationships ◽  
Customer Relationship ◽  
Digital Marketing ◽  
Operational Management ◽  
The Impact

The objective of the research was to determine the impact of Digital Marketing on customer relationship management (CRM) in an educational institution in central Peru. The study was carried out from the quantitative approach, with a non-experimental correlational transactional research design. A questionnaire was applied to 228 parents between the ages of 30 and 50 who belong to an educational institution in the city of Concepción in Peru. Using the structural equations model, it was found that Content Marketing has a significant influence on the operational management of customer relationships (p <0.05), as well as on the analytical management of customer relationships (p <0.05). Regarding the Marketing of social networks, it was identified that it has a significant influence on the operational management of customer relationships (p <0.05), as well as on the analytical management of customer relationships (p <0, 05), because the media used by educational institutions are attractive to parents. It is concluded that Digital Marketing has a great impact on customer relationship management (CRM) in the educational sector of a city in central Peru.

scholarly journals The effect of digital marketing on the management of relationships with university students in times of Covid-19

2022 ◽  
Vol 6 (1) ◽  
pp. 59-66 ◽  
Author(s):  
Wagner Vicente-Ramos ◽  
Luz Mirella Cano-Torres
Keyword(s):  
University Students ◽  
Digital Media ◽  
Customer Relationship Management ◽  
Significant Influence ◽  
Relationship Management ◽  
Customer Relationships ◽  
Customer Relationship ◽  
Digital Marketing ◽  
The Impact ◽  
The City

The present study's main objective was to analyze and determine the impact of digital marketing on the management of relationships with university students in times of Covid-19. The study was conducted from a quantitative approach, with a non-experimental transactional correlational transactional research design. A questionnaire was applied to 400 students aged 18 to 37 years belonging to the Continental University of the city of Huancayo in Peru. The analysis of the results was developed through a data structure and tabulation model with the SmartPLS3 program and it was obtained that Content Marketing has a significant influence on the operational management of customer relationships (p<0.05), as well as on the analytical and collaborative management of customer relationships. As for Social Media Marketing, it was identified that it has a significant influence on operational customer relationship management (p<0.05), as well as on analytical and collaborative customer relationship management, due to the fact that the digital media used by Continental University are attractive to parents and families. It is concluded that Digital Marketing has a great impact on the management of relationships with students of the Continental University in the city of Huancayo in Peru.

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