Title: Linking CRM to customer-oriented behaviour through service climate perceptions

Authors: Mei-Ling Wang

Addresses: Department of Business Administration, Tamkang University, 151, Ying-Chuan Rd., Tamsui Dist., New Taipei City 25137, Taiwan

Abstract: Integrating the capability view of customer relationship management (CRM) with service climate research, this present study developed a conceptual two-level model that links CRM to customer-oriented behaviour through service climate in service organisations. Data from 629 customers involving 141 bank consultants of retail banks in Taiwan was collected via a questionnaire and analysed using hierarchical linear modelling. The results revealed that CRM was related to service climate perceptions, which, in turn, positively predicted customer-oriented behaviour. In addition, the relationship between CRM and customer-oriented behaviour was mediated by service climate perceptions. Both theoretical and practical implications are discussed as well as future research directions.

Keywords: service climate perception; customer-oriented behaviour; customer relationship management; CRM.

DOI: 10.1504/IJBSR.2018.091154

International Journal of Business and Systems Research, 2018 Vol.12 No.3, pp.243 - 261

Received: 21 Jul 2016
Accepted: 01 Nov 2016

Published online: 12 Apr 2018 *

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