Title: Modelling CRM applications and its impact on relationship outcomes: a B2B relationship perspective

Authors: Waseem John

Addresses: Department of Business Administration, Aligarh Muslim University, Uttar Pradesh, 202002, India; Department of Management Studies, Islamic University of Science and Technology, J&K, 192122, India

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.

Keywords: CRM applications; CRMA; structural equation modelling; SEM; B2B.

DOI: 10.1504/IJECRM.2018.096240

International Journal of Electronic Customer Relationship Management, 2018 Vol.11 No.4, pp.347 - 362

Received: 03 Aug 2017
Accepted: 10 Jul 2018
Published online: 19 Nov 2018 *

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