CRM Influence on Organisational Performance - The Moderating Role of IT Reliability

• Autorzy: Katarzyna Tworek , Anna Sałamacha
• Języki publikacji: EN

Abstrakty

EN

Purpose. This article mainly aims to verify the role of IT reliability as the factor potentially strengthening the CRM influence on organisational performance and conclude whether the IT reliability is indeed an important factor shaping the CRM ability to generate value for an organisation. Methodology. The empirical research was conducted to verify the existence of such a relation. The research was carried out based on the survey performed among organisations, and the sample included 558 entities from Poland and 564 from Switzerland. The statistical analysis of the obtained results was carried out using regression analysis with the moderator. Results. The obtained models clearly show that IT reliability is a moderator of the relation between CRM time-of-use and the organisational performance. The theoretical contribution. The obtained results clearly confirm that the existing IT solutions should support CRM, and with such support, this management method is positively influencing the organisational performance. Such a conclusion seems to be an important contribution to the studied field of research, filling the research gap concerning the mechanism of IT support for CRM. It remains consistent with the views from the literature and contributes to their extension. (original abstract)

Słowa kluczowe

EN

Management; Relationships with customers; Information in organization; Information Technology (IT); Reliability; Organisational effectiveness; Customer Relationship Management (CRM)

PL

Zarządzanie; Relacje z klientami; Informacja w organizacji; Technologia informacyjna; Niezawodność; Efektywność organizacyjna; Zarządzanie Kontaktami z Klientem

• Czasopismo: Engineering Management in Production and Services
• Rocznik: 2019
• Numer: nr 3
• Strony: 96--105

Twórcy

autor

Katarzyna Tworek

• Wrocław University of Science and Technology, Poland

autor

Anna Sałamacha

• Wrocław University of Science and Technology, Poland

Bibliografia

• Akroush, M.N., Dahiyat, J.S.E, Gharaibeh, J.H.S., & Abu-LailAL-Hilal, B.N. (2011). Customer relationship management implementation: An investigation of a scale's generalizability and its relationship with business performance in a developing country context. International Journal of Commerce and Management, 21(2), 158-191.
• Al-Mashari, M., Al-Mudimigh, A., & Zairi, M. (2003). Enterprise resource planning: A taxonomy of critical factors. European Journal of Operational Research, 146(2), 352-364.
• Bansal, P. (2005). Evolving sustainably: A longitudinal study of corporate sustainable development. Strategic Management Journal, 26(3), 197-218.
• Bieńkowska, A., Tworek, K., & Zabłocka-Kluczka, A. (2019). Information technology reliability influence on controlling excellence. The International Journal of Digital Accounting Research, 19, 1-28.
• Bull, C. (2003). Strategic issues in customer relationship management (CRM) implementation. Business Process Management Journal, 9(5), 592-602.
• Chang, W., Park, J.E., & Chaiy, S. (2010). How does CRM technology transform into organizational performance? A mediating role of marketing capability. Journal of Business Research, 63, 849-855.
• Chen, I., & Popovich, K. (2003). Understanding customer relationship management (CRM): People, process and technology. Business Process Management Journal, 9(5), 672-688.
• Davis, F.D. (1985). A technology acceptance model for empirically testing new end-user information systems: Theory and results. Doctoral dissertation, MIT USA.
• Dawes, J. (1999). The relationship between subjective and objective company performance measures in market orientation research: further empirical evidence. Marketing Bulletin-Department of Marketing Massey University, 10, 65-75.
• Delone, W.H., & McLean, E.R. (2003). The DeLone and McLean model of information systems success: a ten-year update. Journal of Management Information Systems, 19(4), 9-30.
• Dess, G.G., & Robinson Jr, R.B. (1984). Measuring organizational performance in the absence of objective measures: the case of the privately held firm and conglomerate business unit. Strategic Management Journal, 5(3), 265-273.
• Dubey, N.K., & Sangle, P. (2019). Customer perception of CRM implementation in banking context Scale development and validation. Journal of Advances in Management Research, 16(1), 38-63.
• Dwiastuti, A. Larasati, A., & Prahastuti, E. (2018). The implementation of Customer Relationship Management (CRM) on textile supply chain using k-means clustering in data mining. International Mechanical and Industrial Engineering Conference 2018.
• Josiassen A., Assaf A.G., & Cvelbar, L.K. (2014). CRM and the bottom line: Do all CRM dimensions affect firm performance? International Journal of Hospitality Management, 36, 130-136.
• Keramati, A., Mehrabi, H., & Mojir, N. (2010). A processoriented perspective on customer relationship management and organizational performance: An empirical investigation. Industrial Marketing Management 39(7), 1170-1185.
• Kim, H.S., & Kim, Y.G. (2009). A CRM performance measurement framework: Its development process and application. Industrial Marketing Management, 38(4), 477-489.
• Kim, J., Suh, E., & Hwang, H. (2003). A model for evaluating the effectiveness of CRM using the balanced scorecard. Journal of Interactive Marketing, 17(2), 5-1.
• Liao, S.H., Chen, Y.J., & Deng, M.Y. (2010). Mining customer knowledge for tourism new product development and customer relationship management. Expert Systems with Applications, 37(6), 4212-4223.
• Light, B. (2001). A review of the issues associated with customer relationship management systems. Proceedings of the 9th European Conference on Information Systems, 1232-1241.
• Lira A.M.D., Parisi, C., Peleias, I.R., & Peters, M.R.S. (2012). Uses of ERP systems and their influence on controllership functions in Brazilian Companies. JISTEM-Journal of Information Systems and Technology Management, 9(2), 323-352.
• Little, R.G. (2003). Toward more robust infrastructure: observations on improving the resilience and reliability of critical systems. System Sciences. Proceedings of the 36th Annual Hawaii International Conference, IEEE.
• Liu, Y., Zhou, C.F., & Chen, Y.W. (2006). Determinants of E-CRM in influencing customer satisfaction. In: Pacific Rim International Conference on Artificial Intelligence (pp. 767-776). Berlin, Heidelberg: Springer.
• Lyytinen, K. (1987). Different perspectives on information systems: problems and solutions. ACM Computing Surveys (CSUR), 19(1), 5-46.
• Maletic, M., Maletic, D., Dahlgaard, J., Dahlgaard-Park, S.M., & Gomišcek, B. (2015). Do corporate sustainability practices enhance organizational economic performance? International Journal of Quality and Service Sciences, 7(2/3), 184-200.
• Ngai, E.W.T. (2005). Customer relationship management research (1992-2002): An academic literature review and classification. Marketing Intelligence & Planning, 23(6), 582-605.
• Ngai, E.W., Xiu, L., & Chau, D.C. (2009). Application of data mining techniques in customer relationship management: A literature review and classification. Expert Systems with Applications, 36(2), 2592-2602.
• Park, C.H., & Kim, Y.G. (2003). A framework of dynamic CRM: linking marketing with information strategy. Business Process Management Journal, 9(5), 652-671.
• Payne, A., & Frow, P. (2005). A strategic framework for customer relationship management. Journal of Marketing, 69(4), 167-176.
• Peppard, J. (2000). Customer relationship management (CRM) in financial services. European Management Journal, 18(3), 312-327.
• Richards, K.A., & Jones, E. (2008). Customer relationship management: finding value drivers. Industrial Marketing Management, 37(2), 120-130.
• Rosemann, M., & vom Brocke, J. (2015). The six core elements of business process management. In: Handbook on business process management 1 (pp. 105-122). Berlin, Heidelberg: Springer.
• Ryals, L., & Payne, A. (2001). Customer relationship management in financial services: towards informationenabled relationship marketing. Journal of Strategic Marketing, 9(1), 3-27.
• Santouridis, I., & Tsachtani, E. (2015). Investigating the Impact of CRM Resources on CRM Processes: a Customer Life-Cycle Based Approach in the Case of a Greek Bank. Procedia Economics and Finance, 19, 304-313.
• Sivaraks, P., Krairit, D., & Tang, J.C.S. (2011). Effects of e-CRM on customer-bank relationship quality and outcomes: The case of Thailand. Journal of High Technology Management Research, 22, 141-157.
• Soltani, Z., Zareie, B., Milani, F.S., & Navimipour, N.J. (2018). The impact of the customer relationship management on the organization performance. Journal of High Technology Management Research, 29, 237-246.
• Tsou, H.T., & Huang, Y.W. (2018). Empirical Study of the Affecting Statistical Education on Customer Relationship Management and Customer Value in Hitech Industry. Eurasia Journal of Mathematics, Science and Technology Education, 14(4), 1287-1294.
• Tworek K. (2019). Aligning IT with business: fostering organizational performance, employees' commitment and quality of management methods, Cham, Great Britain: Springer.
• Tworek, K. (2016). Model niezawodności systemów informacyjnych w organizacji [Reliability model of information systems in organization]. Zeszyty Naukowe. Organizacja i Zarządzanie/Politechnika Śląska, 88, 335-342.
• Tworek, K. (2018a). Information systems reliability in the context of higher education institutions. 10th annual International Conference on Education and New Learning Technologies. Conference Proceedings, Palma de Mallorca (Spain), IATED Academy, 2-4 July.
• Tworek, K. (2018b). Reliability of information systems in organization in the context of banking sector: empirical study from Poland, COGENT Business and Management.
• Tworek, K., & Zabłocka-Kluczka, A. (2018). IT reliability influence on organization benefits from business continuity management. International Multidisciplinary Scientific Conference on Social Science SGEM.
• Wan, S. (2009). Service impact analysis using business continuity planning processes. Campus-Wide Information Systems, 26(1), 20-42.
• Waseem, J. (2019). Scale Development and Construct Validity of Organizational Capital in Customer Relationship Management Context: A Confirmatory Factor Analysis Approach. Business Perspectives and Research, 7(1), 76-91.
• Zahedi, F. (1987). Reliability of information systems based on the critical success factors-formulation. Mis Quarterly, 11(2), 187-203.

Identyfikatory

DOI

https://doi.org/10.2478/emj-2019-0024