Why doesn't marketing use the corporate data warehouse? The role of trust and quality in adoption of data‐warehousing technology for CRM applications

Fay Cobb Payton · Debra L. Zahay

18 citations0/0 files storedJournal of Business and Industrial Marketing

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Big Data and Business Intelligence ERP Systems Implementation and Impact Corporate Governance and Management

Abstract

Purpose This paper aims to investigate organizational factors to explain why a corporate data warehouse (CDW) was not used by marketing to the extent that it was expected to be used for CRM and other marketing purposes. Design/methodology/approach A case study of a single health‐care payor organization is used in this study. Findings Reveals the three primary implementation factors related to marketing's lack of trust in the data, low perceived data quality and perception of marketing needs not being met. Practically, the unique data needs of marketing should be considered in the implementation of a CDW and its interface. Originality/value This is the first study of its kind to take the needs of marketing users into consideration.

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1984Case Study Research: Design and Methods 1994The Commitment-Trust Theory of Relationship Marketing 1995An Integrative Model Of Organizational Trust 2017The Content Analysis Guidebook 1996Beyond Accuracy: What Data Quality Means to Data Consumers 1992Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations 1990Information Technology Implementation Research: A Technological Diffusion Approach 1994Yin, Robert K., Case Study Research: Design and Methods, 2nd ed. Newbury Park, CA: Sage, 1994.

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2007Interactive strategy formation: Organizational and entrepreneurial factors related to effective customer information systems practices in B2B firms 2013Development of a Public Health Reporting Data Warehouse: Lessons Learned

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