将定制能力与CRM技术采用和战略对齐联系起来

IF 1.9 4区管理学 Q3 BUSINESS

Service Science Pub Date : 2021-12-14 DOI:10.1287/serv.2021.0286

Hung-Tai Tsou

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引用次数: 3

摘要

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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Linking Customization Capability with CRM Technology Adoption and Strategic Alignment

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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来源期刊

Service Science Multiple-

CiteScore

3.30

自引率

4.30%

发文量

期刊介绍： Service Science publishes innovative and original papers on all topics related to service, including work that crosses traditional disciplinary boundaries. It is the primary forum for presenting new theories and new empirical results in the emerging, interdisciplinary science of service, incorporating research, education, and practice, documenting empirical, modeling, and theoretical studies of service and service systems. Topics covered include but are not limited to the following: Service Management, Operations, Engineering, Economics, Design, and Marketing Service System Analysis and Computational Simulation Service Theories and Research Methods Case Studies and Application Areas, such as healthcare, energy, finance, information technology, logistics, and public services.