The strategic value of CRM: a technology adoption perspective

James Richard · Peter Thirkell · Sid L. Huff

38 citations0/0 files storedJournal of Strategic Marketing

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Customer Service Quality and Loyalty Quality and Supply Management Corporate Governance and Management

Abstract

A conceptual model, grounded in the literature, that depicts the impact of the level of CRM technology adoption on business‐to‐business (B2B) relationships is developed and explored. A firm's CRM technology adoption is considered as an antecedent to relationship strength and relationship performance. The model depicts both market and technology orientation of the firm as impacting the level of CRM technology adoption within a firm. The authors propose that the level of CRM technology adoption subsequently affects B2B relationship strength and performance.

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2003User Acceptance of Information Technology: Toward A Unified View1 1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 1994The Commitment-Trust Theory of Relationship Marketing 2003Evolving to a New Dominant Logic for Marketing 1987Developing Buyer-Seller Relationships 1990The Effect of a Market Orientation on Business Profitability 1997An Examination of the Nature of Trust in Buyer-Seller Relationships 1994Determinants of Long-Term Orientation in Buyer-Seller Relationships

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