IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v63y2010i8p849-855.html
   My bibliography  Save this article

How does CRM technology transform into organizational performance? A mediating role of marketing capability

Author

Listed:
  • Chang, Woojung
  • Park, Jeong Eun
  • Chaiy, Seoil

Abstract

Customer relationship management (CRM) technology has attracted significant attention from researchers and practitioners as a facilitator of organizational performance. Even though companies have made tremendous investments in CRM technology, empirical research offers inconsistent support that CRM technology enhances organizational performance. Given this equivocal effect and the increasing need for the generalization of CRM implementation research outside western context, the authors, using data from Korean companies, address the process concerning how CRM technology translates into business outcomes. The results highlight that marketing capability mediates the association between CRM technology use and performance. Moreover, a customer-centric organizational culture and management system facilitate CRM technology use. This study serves not only to clarify the mechanism between CRM technology use and organizational performance, but also to generalize the CRM results in the Korean context.

Suggested Citation

  • Chang, Woojung & Park, Jeong Eun & Chaiy, Seoil, 2010. "How does CRM technology transform into organizational performance? A mediating role of marketing capability," Journal of Business Research, Elsevier, vol. 63(8), pages 849-855, August.
  • Handle: RePEc:eee:jbrese:v:63:y:2010:i:8:p:849-855
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148-2963(09)00223-9
    Download Restriction: Full text for ScienceDirect subscribers only
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. John L Naman & Dennis P. Slevin, 1993. "Entrepreneurship and the concept of fit: A model and empirical tests," Strategic Management Journal, Wiley Blackwell, vol. 14(2), pages 137-153, February.
    2. Arie Y. Lewin & John W. Minton, 1986. "Determining Organizational Effectiveness: Another Look, and an Agenda for Research," Management Science, INFORMS, vol. 32(5), pages 514-538, May.
    3. Alokparna Basu Monga & Deborah Roedder John, 2007. "Cultural Differences in Brand Extension Evaluation: The Influence of Analytic versus Holistic Thinking," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(4), pages 529-536, December.
    4. -, 1986. "Agenda = Agenda," Series Históricas 8749, Naciones Unidas Comisión Económica para América Latina y el Caribe (CEPAL).
    5. Ruiz-Ortega, Mari­a José & Garci­a-Villaverde, Pedro Manuel, 2008. "Capabilities and competitive tactics influences on performance: Implications of the moment of entry," Journal of Business Research, Elsevier, vol. 61(4), pages 332-345, April.
    6. Finney, R. Zachary & Lueg, Jason E. & Campbell, Noel D., 2008. "Market pioneers, late movers, and the resource-based view (RBV): A conceptual model," Journal of Business Research, Elsevier, vol. 61(9), pages 925-932, September.
    7. Ghosh, B. C. & Liang, Tan Wee & Meng, Tan Teck & Chan, Ben, 2001. "The key success factors, distinctive capabilities, and strategic thrusts of top SMEs in Singapore," Journal of Business Research, Elsevier, vol. 51(3), pages 209-221, March.
    8. Greenley, Gordon E. & Hooley, Graham J. & Rudd, John M., 2005. "Market orientation in a multiple stakeholder orientation context: implications for marketing capabilities and assets," Journal of Business Research, Elsevier, vol. 58(11), pages 1483-1494, November.
    9. G. Tomas M. Hult & David J. Ketchen & Stanley F. Slater, 2005. "Market orientation and performance: an integration of disparate approaches," Strategic Management Journal, Wiley Blackwell, vol. 26(12), pages 1173-1181, December.
    10. Ko, Eunju & Kim, Sook Hyun & Kim, Myungsoo & Woo, Ji Young, 2008. "Organizational characteristics and the CRM adoption process," Journal of Business Research, Elsevier, vol. 61(1), pages 65-74, January.
    11. Shantanu Dutta & Om Narasimhan & Surendra Rajiv, 1999. "Success in High-Technology Markets: Is Marketing Capability Critical?," Marketing Science, INFORMS, vol. 18(4), pages 547-568.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sun, Wenbin & Price, Joseph & Ding, Yuan, 2019. "The longitudinal effects of internationalization on firm performance: The moderating role of marketing capability," Journal of Business Research, Elsevier, vol. 95(C), pages 326-337.
    2. Khavul, Susanna & Pérez-Nordtvedt, Liliana & Wood, Eric, 2010. "Organizational entrainment and international new ventures from emerging markets," Journal of Business Venturing, Elsevier, vol. 25(1), pages 104-119, January.
    3. Julie Smith David & Yuhchang Hwang & Buck K. W. Pei & J. Hal Reneau, 2002. "The Performance Effects of Congruence Between Product Competitive Strategies and Purchasing Management Design," Management Science, INFORMS, vol. 48(7), pages 866-885, July.
    4. Caroline Reimann & Fernando Carvalho & Marcelo Duarte, 2021. "The Influence of Dynamic and Adaptive Marketing Capabilities on the Performance of Portuguese SMEs in the B2B International Market," Sustainability, MDPI, vol. 13(2), pages 1-23, January.
    5. Gordon H. Lewis & Ashok Srinivasan & Eswaran Subrahmanian, 1998. "Staffing and Allocation of Workers in an Administrative Office," Management Science, INFORMS, vol. 44(4), pages 548-570, April.
    6. Brugha, Cathal M., 1998. "The structure of adjustment decision-making," European Journal of Operational Research, Elsevier, vol. 104(1), pages 63-76, January.
    7. Muhammad Shahid Qureshi & Nergis Aziz & Sarfraz A. Mian, 2017. "How marketing capabilities shape entrepreneurial firm’s performance? Evidence from new technology based firms in turkey," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 7(1), pages 1-15, December.
    8. Balaguer-Coll, Maria Teresa & Prior, Diego & Tortosa-Ausina, Emili, 2007. "On the determinants of local government performance: A two-stage nonparametric approach," European Economic Review, Elsevier, vol. 51(2), pages 425-451, February.
    9. W. Alexander & Alfred Haug & Mohammad Jaforullah, 2010. "A two-stage double-bootstrap data envelopment analysis of efficiency differences of New Zealand secondary schools," Journal of Productivity Analysis, Springer, vol. 34(2), pages 99-110, October.
    10. Verspagen, Bart, 2000. "Growth and Structural Change: Trends, Patterns and Policy Options," Research Memorandum 015, Maastricht University, Maastricht Economic Research Institute on Innovation and Technology (MERIT).
    11. Stephen E. Weiss, 2012. "Negotiators’ Effectiveness with Mixed Agendas: An Empirical Exploration of Tasks, Decisions and Performance Criteria," Group Decision and Negotiation, Springer, vol. 21(3), pages 255-290, May.
    12. Papadimitriou, Dimitra & Taylor, Peter, 2000. "Organisational Effectiveness of Hellenic National Sports Organisations: A Multiple Constituency Approach," Sport Management Review, Elsevier, vol. 3(1), pages 23-46, May.
    13. R. Rani Geetha Priyadarshini, 2005. "A Study on Organizational Effectiveness in Textile Mills at Coimbatore," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 30(3), pages 224-235, August.
    14. Abel A. Moreno & Raghu Tadepalli, 2002. "Assessing academic department efficiency at a public university," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 23(7), pages 385-397.
    15. Offenbeek, M. van & Paul, L., 1997. "Redefining managerial effectiveness in a multilevel organization : a structurationist account," Research Report 97A49, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
    16. Lovett, Steven Russell & Pérez-Nordtvedt, Liliana & Rasheed, Abdul A., 2009. "Parental control: A study of U.S. subsidiaries in Mexico," International Business Review, Elsevier, vol. 18(5), pages 481-493, October.
    17. C. A. K. Lovell, 2016. "Recent Developments in Productivity Analysis," Pacific Economic Review, Wiley Blackwell, vol. 21(4), pages 417-444, October.
    18. Erlandsen,E. & Forsund,F.R., 1999. "Efficiency in the provision of municipal nursing- and home-care services : the Norwegian experience," Memorandum 32/1999, Oslo University, Department of Economics.
    19. Raul O. Chao & Stylianos Kavadias & Cheryl Gaimon, 2009. "Revenue Driven Resource Allocation: Funding Authority, Incentives, and New Product Development Portfolio Management," Management Science, INFORMS, vol. 55(9), pages 1556-1569, September.
    20. Pearce, John II & Hatfield, Louise, 2002. "Performance effects of alternative joint venture resource responsibility structures," Journal of Business Venturing, Elsevier, vol. 17(4), pages 343-364, July.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:63:y:2010:i:8:p:849-855. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.