Title: A correlation study of CRM resources and retailer omnichannel strategy performance

Authors: Victoria C. Hailey

Addresses: Department of Marketing and International Business, Minnesota State University, 228 Morris Hall, Mankato, MN 56001, USA

Abstract: As consumer shopping preferences shift and evolve from a single shopping channel to multichannel demands, retailers need to understand how to deliver improved performance of omnichannel strategy: a seamless customer experience that aligns a retailer's brand, product assortment, and marketing initiatives across all channels. The purpose of this non-experimental quantitative correlational study was to examine relationships between three customer relationship management (CRM) resources: 1) customer orientation; 2) customer-centric organisational system; 3) CRM technology - and US retailer omnichannel strategy performance. A sample responded to a CRM capabilities questionnaire and an omnichannel maturity questionnaire. Spearman's rho and ordinal logistics regression were used to examine the relationships and the predictive value in testing the hypotheses. A positive, significant relationship was found between CRM resources and retail omnichannel strategies offering a rigorous, relevant theoretically relevant and in practical contribution to scholars and retailers.

Keywords: customer relationship management; CRM; omnichannel; retail strategy; multichannel; customer experience; customer-centric; consumer behaviour; competitive advantage; RBT; loyalty.

DOI: 10.1504/IJTMKT.2025.147330

International Journal of Technology Marketing, 2025 Vol.19 No.3, pp.366 - 386

Received: 09 Nov 2023
Accepted: 22 Sep 2024
Published online: 14 Jul 2025 *

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