Customer Relationship Management in Business-to-Business Marketing: The Impact on Corporate Performance

Abstract

The main purpose of this study is to examine the theoretical and empirical evidence on the causal relationship between the implementation of customer relationship management (CRM) and corporate performance. A research conceptual model was developed to depict the impact of three -organizational, strategic, cultural -factors on CRM implementation and its implications on corporate performance. The analyses was made up of 120 questionnaires from courier companies all over Indonesia. Since in courier industry, customers' need and preferences change frequently, as do the competitors, so the moderating effect of market turbulence (market dynamism and market uncertainty) on the relationship between CRM implementation and corporate performance was also investigated. A structural equation modelling (SEM) test with maximum likelihood estimation was performed to test the relationship among organizational-strategic-cultural factors, CRM implementation, and corporate performance. The results showed that organizational, strategic, and cultural factors had positive effects on CRM implementation. The results also revealed that CRM implementations had significant positive effects on corporate performances of courier companies that performed business-to-business marketing. Additionally, it was found that market turbulence negatively moderated the relationship between CRM implementation and corporate performance.

Gestión de relaciones con los clientes como estrategia de negocios del sector retail en la provincia de Manabí- Ecuador

“…Teniendo en cuenta este contexto, es razonable caracterizar la gestión de las relaciones con los clientes como una estrategia corporativa global centrada en fomentar y alimentar las relaciones con los clientes mediante el despliegue estratégico de la tecnología de la información, la aplicación del marketing relacional y la puesta en práctica de una gestión exhaustiva del conocimiento de los clientes (Quzwen et al, 2021). El crecimiento de una empresa puede fomentarse formulando una estrategia empresarial que tenga en cuenta el mercado, la competencia, los productos y servicios de la empresa y, lo que es más importante, las necesidades de los consumidores de la empresa.…”