Antecedents and consequences of customer information quality in CRM systems: Empirical evidence from financial services firms

Abstract

A customer relationship management (CRM) system is an innovative system which is widely used to support collection, integration, and analysis of customer information. The effectiveness of CRM systems depends on the data fed into it; however, there has been little academic research on the customer information quality in CRM systems. Therefore, this study sets out to examine the factors that play a tangible role in enhancing customer information quality in CRM systems. Data were gathered from 93 financial services firms in a field survey. Our results suggest that the impact of customer-information quality in CRM systems on organizational performance starts with infrastructure capability supporting for CRM systems and CRM systems supporting for customer orientation. Moreover, our results indicate that customer information quality positively impacts customer relationship performance, which, in turn, leads to improvements in overall organizational performance.