TY  - JOUR
U1  - Zeitschriftenartikel, wissenschaftlich - begutachtet (reviewed)
A1  - Dalla Pozza, Ilaria
A1  - Götz, Oliver
A1  - Sahut, Jean Michel
T1  - Implementation effects in the relationship between CRM and its performance
JF  - Journal of business research
N2  - Customer relationship management (CRM) is one of the most frequently adopted management tools and has received much attention in the literature. From a company-wide perspective, CRM is viewed as a complex process requiring interventions in different company areas. Previous research has already highlighted the pitfalls and failures related to a partial and incomplete view of CRM. This study advances research on CRM by investigating the impact of the relative implementation time according to which interventions are implemented in different areas (customer management, CRM technology, organizational alignment, and CRM strategy) on CRM performance. The results of the empirical study reveal that compared to other critical CRM activities, a later implementation of organizational alignment activities has a negative impact on performance. Further, our results show that CRM implementations do not equally address the areas of customer acquisition, growth, and loyalty, since this clearly depends on company objectives and also on geographical differences.
KW  - customer relationship management
KW  - performances
KW  - organizational alignment
KW  - implementation time
Y1  - 2018
SN  - 0148-2963
SS  - 0148-2963
U6  - https://doi.org/10.1016/j.jbusres.2018.02.004
DO  - https://doi.org/10.1016/j.jbusres.2018.02.004
VL  - 89
SP  - 391
EP  - 403
S1  - 13
PB  - Elsevier
CY  - New York, NY
ER  -