Modelling CRM applications and its impact on relationship outcomes: a B2B relationship perspective
by Waseem John
International Journal of Electronic Customer Relationship Management (IJECRM), Vol. 11, No. 4, 2018

Abstract: Recently, CRM has been a buzzword among scholars and practitioners and has been studied quite extensively from different perspectives and with a variety of dimensions. It has been linked to a superior performance on one hand while as some evidence have revealed poor performance from CRM implementation and the question remains in what way CRM may provide superior business performance. Through a conceptual framework, the current study postulates CRM applications (CRMA) as is a measure of CRM functionality. Further, the study examines the possible positive link between the CRM functionality, i.e., the extent and variety of CRM software applications used in an organisation and the performance outcomes. The conceptual framework is tested using structural equation modelling (SEM). Further, the implications for theory and practice are presented.

Online publication date: Mon, 19-Nov-2018

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Electronic Customer Relationship Management (IJECRM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com