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2023 | nr 3 (49) | 101--122
Tytuł artykułu

The Dynamism of the Environment - the Impact on Service Company Competitive Advantage from a CRM Dynamic Capabilities Perspective

Autorzy
Warianty tytułu
Dynamika otoczenia - wpływ na przewagę konkurencyjną firmy usługowej z perspektywy dynamicznych zdolności CRM
Języki publikacji
EN
Abstrakty
EN
Objective: To explore the dynamism of the environment and the impact on service company competitive advantage from a customer relationship management (CRM) dynamic capabilities (DCs) perspective. This work also aims to develop a multidimensional conceptualisation of the dynamic environment and propose a theoretical model for analysing the impact of the environment's dynamism on the relationship between dynamic CRM capabilities and competitive advantage. Research Design and Methods: Based on the resource-based view (RBV) and dynamic capabilities view (DCV), the method of critical literature analysis was used. Literature sources written in the last two decades were analysed. Findings: The result of the literature research became the development of a new conceptualisation of the dynamic environment and its three relevant dimensions, as well as the proposal of constructs in the theoretical model, where the dynamism of the environment plays a moderating role in the relationship between dynamic CRM capabilities and competitive advantage. Implications/Recommendations: As implications for further research, empirical verification of the created model and checking the relationship between the constructs should be indicated. Contribution: The findings extend the application of RBV and DCV in marketing knowledge. In addition, the model and this study's conclusions direct service firms to develop CRM capabilities that can enhance the company, thereby enabling the building of competitive advantage in a dynamic environment. (original abstract)
Cel: Problemem niniejszego artykułu jest identyfikacja dynamiki otoczenia i wpływu na przewagę konkurencyjną firmy usługowej z perspektywy dynamicznych zdolności CRM. Podjęte badania literaturowe mają na celu opracowanie wielowymiarowej konceptualizacji dynamicznego otoczenia oraz zaproponowanie teoretycznego modelu do analizy wpływu dynamizmu otoczenia na związek pomiędzy dynamicznymi zdolnościami CRM a przewagą konkurencyjną. Metodyka badań: W oparciu o perspektywę szkoły zasobowej (RBV) oraz koncepcję dynamicznych zdolności (DCV) zastosowano metodę krytycznej analizy literatury. Analizie poddano źródła literaturowe powstałe w ostatnich dwóch dekadach. Wyniki badań/ustalenia: Wynikiem podjętych badań literaturowych stało się wypracowanie nowej konceptualizacji dynamicznego otoczenia i jego 3 istotnych wymiarów, a także propozycja konstruktów w modelu teoretycznym, w którym dynamika otoczenia odgrywa rolę moderującą w relacji między dynamicznymi zdolnościami CRM i przewagą konkurencyjną. Implikacje/Rekomendacje: Jako implikacje dla dalszych badań należy wskazać empiryczną weryfikację stworzonego modelu oraz sprawdzenie zależności między konstruktami. Wkład w rozwój dyscypliny: Ustalenia z badań poszerzają zastosowanie RBV i DCV w wiedzy marketingowej. Ponadto zaproponowany model i wnioski z tego badania skłaniają firmy usługowe do rozwijania zdolności CRM, które mogą usprawnić firmę, umożliwiając tym samym budowanie przewagi konkurencyjnej w dynamicznym otoczeniu. (abstrakt oryginalny)
Rocznik
Numer
Strony
101--122
Opis fizyczny
Twórcy
autor
  • Wroclaw University of Economics and Business
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Typ dokumentu
Bibliografia
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Identyfikator YADDA
bwmeta1.element.ekon-element-000171672080

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