| Publisher | American Marketing Association | ||
|---|---|---|---|
| Format | 111.8KB PDF | Date added | 01 Oct 2005 |
| Topics | Online Trading | ||
| Downloads | 27 | ||
Academic studies offer a generally positive portrait of the effect of Customer Relationship Management (CRM) on firm performance, but practitioners question its value. The authors argue that a firm's strategic commitments may be an overlooked organizational factor that influences the rewards for a firm's investments in CRM. Using the context of online retailing, the authors consider the effects of two key strategic commitments of online retailers on the performance effect of CRM: their bricks-and-mortar experience and their online entry timing. They test the proposed model with a multimethod approach that uses manager ratings of firm CRM and strategic commitments and third-party customers' ratings of satisfaction from 106 online retailers.
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