Linking Customization Capability with CRM Technology Adoption and Strategic Alignment

IF 16.4 1区化学 Q1 CHEMISTRY, MULTIDISCIPLINARY

Accounts of Chemical Research Pub Date : 2021-12-14 DOI:10.1287/serv.2021.0286

Hung-Tai Tsou

引用次数: 3

Abstract

Building on contingency theory and the input–process–output model, this paper investigates the relationships between customer relationship management (CRM) technology adoption, customization capability, CRM effectiveness, and strategic alignment. By surveying senior managers of customized service projects from 288 information technology service firms in Taiwan, we find that CRM technology adoption has a positive relationship with customization capacity, which is, in turn, positively correlated with CRM effectiveness with the correlation being moderated by strategic alignment. This study suggests that CRM marketing and operational technologies can enhance CRM effectiveness via customization capability. This study also uncovers approaches to achieving enhancement.

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将定制能力与CRM技术采用和战略对齐联系起来

基于权变理论和投入-过程-产出模型，本文研究了客户关系管理(CRM)技术采用、定制能力、客户关系管理有效性和战略一致性之间的关系。本研究透过调查台湾288家资讯科技服务公司的客制化专案高层管理人员，发现客制化技术采用率与客制化能力呈正相关，客制化能力与客制化效能正相关，且受策略一致性的调节。研究表明，客户关系管理营销和运营技术可以通过定制能力提升客户关系管理的有效性。这项研究还揭示了实现增强的方法。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Accounts of Chemical Research 化学-化学综合

CiteScore

31.40

自引率

1.10%

发文量

312

审稿时长

2 months

期刊介绍： Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance. Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.