Despite substantial investments in customer‐relationship‐management (CRM) systems, companies continue to experience pain rather than profit. Meanwhile, the concept of “adaptive behaviour” of ...frontline employees has received little attention in the literature related to CRM systems in which the frontline employees are the primary users. In this study, we propose that with the aid of CRM systems, individual employees are able to immediately access information about customers and service offerings, thus enabling their adaptive behaviours to provide personalized service to individual customers. Based on coping theory, we develop a CRM system‐driven adaptive behaviour model that explains how CRM systems facilitate individual employees' service performance by enabling adaptive behaviour during their service encounters. Multisourced data from a financial company in China largely support our proposed model, showing that employees' postadoption of CRM systems (routinization and infusion of use) enables interpersonal and offering adaptive behaviours, which in turn enhance employees' service performance. In addition, forming a postadoption behaviour of CRM systems relies on the frequent use. We discuss the theoretical and practical implications of adaptive behaviour in service encounters with the aid of CRM systems.
The purpose of the article is to propose a fuzzy logic solution for decision-making based on data from CRM (Customer Relationship Management) systems to evaluate banking customer attractiveness. The ...article is based on theory about management IT systems, especially the CRM type. Based on the literature research, nine identified factors were proposed that can influence whether the relationship with the customer will be profitable for the bank. Factors that affect banking customer attractiveness are considered, including the share of the customer's wallet and the customer's tendency to express a positive opinion of the bank. Data allowing for the identification of these factors is collected in the bank's IT systems, among other CRMs. Based on the research, a model prepared in Simulink using a Mamdani-type Fuzzy Inference System was made. It is a decision model that provides a result in the form of a binary value of 0 or 1, where 1 means it is worth investing in a customer, while 0 means it is not. After considering the subjective opinions, competence and experience of specialists and confronting them with the results from the developed model, it can be confirmed that the model works as expected.
•Extend CRM research in marketing backwards into system implementation phase.•Advance IS literature by bridging strategic and operational IT capability views.•Conceptualize a parsimonious view of CRM ...system capability (CRMSC)•Show how firm-level IT capabilities enable operational-level CRMSC capability.•Posit the CRMSC resources for a high quality system and thus productivity.
While CRM technology implementation initiatives frequently end up as failures, most research has focused on user related reasons for understanding low success rates. This study extends CRM research backwards into the system implementation phase to improve understanding of the hitherto unexplored technical antecedents of CRM success. We advance a resource-based theory of CRM system capability (CRMSC) to explain how firm- and project-level capabilities act to influence organizational performance. Empirical findings from a survey matching 148 IT manager and 474 end-user responses support the conceptualization of CRMSC as a project-level capability, and suggest that CRMSC and system quality mediate the effects of firm-level IT capability on organizational productivity gains and productivity gain discrepancy. The study complements extant understanding about the link between strategic and operational IT capabilities by offering actionable insight on the combination of resources firms need to deliver a CRM system that enhances performance.
The article proposes the authors’ method for assessing the maturity of the customer relationship management system of a company. The purpose of the article is a theoretical refinement of the concept ...of customer relationship management in terms of expanding the conceptual apparatus and defining the stages of the customer-centric transformation process. The achieve the indicated purpose, the following methods were used: systematisation of existing scientific views on the research topic; analysis and refinement of models for quantitative interpretation of customer and expert survey data; identifying trends in competitive market conditions in terms of customer centricity. The topic is relevant due to several factors: competition based on the aggregate value provided is one of the main ways to compete in the market in current circumstances; the conceptual apparatus used today to analyze customer centricity is neither uniform nor sufficient; established scientific vision of customer-centric transformation does not include the understanding of this process’ levels and stages. The authors of the article created a new thesaurus by proposing to introduce certain concepts of customer-centric transformation and maturity of the customer relationship management system. Maturity factors and levels were analyzed. For practical purposes, existing methods of measuring the maturity of a customer relationship management system are studied, practical recommendations aimed at increasing the level of maturity are prepared, and potential risks are identified. It is demonstrated that the maturity of the customer relationship management system is the level of systemic understanding and practical implementation of the principles of customer-centric transformation.
Basic requirements for digitization of e-commerce Anguelov, Kirill; Petkov, Petko
2022 V International Conference on High Technology for Sustainable Development (HiTech),
2022-Oct.-6
Conference Proceeding
This paper outlines the key requirements for digitalization of e-commerce. The main stages of technical construction of e-commerce are defined. The indicators of successful e-commerce digitization ...are presented and dependencies are established on the basis of which they can be determined. A methodology for selecting an e-commerce business information system from existing solutions is developed. An example of an implemented e-commerce solution based on this methodology is given.
The impact of information technology (IT) on the hospitality and tourism industry has been extensively documented in the last two decades. However, what happens during the adoption process and to the ...organization over time due to changes in IT is unclear. This study applies the lens of “imbrication,” stemming from Giddens' theory of structuration, to examine the interactions between a casino resort in Macau, China and the use of customer relations management systems over 20 years (1997–2017). The processes of imbrications of IT and people reveal the social construction of reality. This paper expands our scope of knowledge on organizations' integration of IT by offering a window into the complex, recurrent nature of IT adoption in hospitality and tourism industry.
•Introduces a socio-materialistic lens to understand IT in hospitality organization.•Analyzes the imbrications between IT and a hospitality firm over 20 years.•Shows the ongoing and recursive relationship between IT and people.•Challenges current conceptualization of IT adoption in the industry.•Provides managers a new conceptual tool for understanding continuous IT adoptions.
The process of evolution of such phenomenon as customer focus and its impact on the formation of trade relations has been considered. In order to study the phenomenon as a whole and the factors that ...influenced the changes in particular, a retrospective analysis from the era of craftsmanship to the present day has been made. Special attention has been paid to industrial revolutions as stimulators of change, and to the peculiar boundaries of the periods of using different approaches to trade and business interaction. The article also touches on the topic of direct marketing, as a prototype of today’s business relations. In addition to the history of marketing and the impact of industrial revolutions on the development of the relationship between seller and buyer, the paper considered and analysed such a phenomenon as the automation of production in order to create a fullfledged picture, reflecting the reasons for the creation, the essence and relevance of CRM-systems in the modern world. CRM-systems in this article have been considered as one of the tools of customer focus methodology, which facilitates the interaction between participants in business relationships, as well as serving as a centralized directory of information about the customers. The initial and, consequently, the ultimate goal of the study was to create an interconnected scheme for the formation of a modern system of customer focus and definition of the role of CRM-systems in the whole process.
CRM and its Importance for Business Competitiveness Stuchlý, Peter; Virágh, Roderik; Hallová, Marcela ...
AGRIS on-line Papers in Economics and Informatics,
03/2020, Letnik:
12, Številka:
1
Journal Article
► We present that high-quality customer information is critical to successful CRM implementation. ► The complementarity between infrastructure capability and customer orientation has a positive ...effect on customer information quality. ► Examining the role of customer relationship performance in mediating the relationship between customer information quality and overall firm performance. ► Showing the implications for successful CRM implementation.
This study adopts both a resource-based perspective that combines technology, human, and business resources to develop an infrastructure capability, and a strategic-positioning perspective that emphasizes customer orientation to examine customer information quality in customer relationship management (CRM) systems. Specifically, this study examines how firms bundle infrastructure capability and customer orientation to enhance the quality of customer information that enhances customer relationships and firm performance. The results of data gathered from 116 financial service firms in Taiwan suggest that the impact of quality on firm performance begins with infrastructure capability and customer orientation, and that the complementarity between these factors positively influences customer information quality. The results indicate that customer information quality positively affects customer relationship performance, which consequently leads to improvements in overall firm performance.
•A decision model for planning investments on enterprise information systems is proposed.•EIS investment configurations are intensive in time-cost-quality, and risk decision criteria.•The model ...composes several alternatives and decision criteria for multiple decision models.•The software DecISIonAl was created to automate the configuration of decision scenarios.•These multi-stakeholder scenarios can be composed to search for optimal solutions.
The decision to invest in an enterprise information system is usually made without taking into account the different types of subsequent decisions and without understanding the hidden implications of making them. This paper presents a decision-making model named DecISIonAl used to evaluate and manage implementation risks on ERP and CRM projects before the actual investment is made. This model was implemented into a web-based system to facilitate configuring, comparing, and selecting implementation plans by evaluating their impact in terms of cost, time, benefits, human resources capabilities, and risks. We apply our decision model to investment case studies in two enterprises. The results show a level of compliance between 80% and 83% when comparing the implications estimated by simulated scenarios and the actual investments.
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