Analyzing the impact of knowledge management on CRM success: The mediating effects of organizational factors

Abstract

Customer relationship management (CRM) has become one of the most influential technologies in the world, and companies are increasingly implementing it to create value. However, despite significant investment in CRM technology infrastructure, empirical research offers inconsistent support for its positive impact on performance. This study develops and tests a research model analyzing the process through which CRM technology infrastructure translates into organizational performance, drawing on the resource-based view (RBV) and the knowledge-based view (KBV) of the firm. Based on an international sample of 125 hotels, the results suggest that organizational commitment and knowledge management fully mediate this process.

Keywords: Customer relationship management (CRM), CRM success, CRM technology infrastructure, Organizational commitment, Knowledge management

Source: International Journal of Information Management INFMAN-2740; No. of Pages 12

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