Customer Relationship Management Technology Research Articles

Penerapan Customer Relationship Management sebagai strategi pemasaran berbasis data di PT.Gragaz Berkah Sejahtera

Implementing Customer Relationship Management (CRM) as a data-based marketing strategy has become the main focus for many companies in optimizing relationships with customers. This research explores this through a case study at PT. Gragaz Berkah Sejahtera, a pharmaceutical retail company or pharmacy business that adopts this approach. This research aims to identify how PT. Gragaz Berkah Sejahtera integrates technology and Customer Relationship Management (CRM) theory to improve interactions with customers and how to optimize data-based marketing and sales processes. The research method used is a qualitative descriptive analysis method with the object studied being PT. Gragaz Berkah Sejahtera which involves collecting data, implementing CRM technology, and evaluating its impact on customer loyalty, retention, and increasing sales. While the results of this research highlight the company's success in implementing data-based marketing strategies in an effort to improve marketing and sales, as well as increase customer satisfaction, however these results have not achieved maximum success because there are obstacles in implementing the concept of customer relationship management such as system failures. data-based information technology applications. So that efforts to implement CRM programs are disrupted and have an impact on sales which have not achieved significant growth through this data-based marketing strategy. This research can provide important information and insights for other companies wishing to adopt the same approach in an effort to improve relationships with customers and achieve optimal and sustainable marketing and sales.

Impact of Data Analytics Capabilities on CRM Systems’ Effectiveness and Business Profitability

In the current digital era, understanding the role of Data Analytics Capabilities (DAC) in Customer Relationship Management (CRM) systems is essential for businesses seeking better decision-making. While DAC is acknowledged as a Critical Success Factor (CSF) for CRM systems, there is a gap in empirical evidence quantifying its effect on business profitability. This study aims to (1) present the conceptual foundation of the impact of DAC for CRM systems on marketing decisions and business profitability, and (2) empirically estimate the impact of integrating DAC on marketing performance and business profitability. Focusing on the retail sector, the study gathered 131 questionnaires from employees involved in CRM and DAC in Lebanon, and used the SPSS tool for data analysis. The research findings provide advanced empirical evidence of the importance of DAC as a CSF for CRM systems, alongside people, process, and technology dimensions. Results show that the integration of DAC represents a significant step forward in enhancing the effectiveness of CRM systems and achieving better business profitability. This study challenges the conventional understanding of technology's role in improving business outcomes, thus providing valuable theoretical and practical implications for organizations aiming to enhance their CRM systems.

A multiple-case study on the adoption of customer relationship management and big data analytics in the automotive industry

PurposeThis paper aims at understanding how automotive firms integrate customer relationship management (CRM) tools and big data analytics (BDA) into their marketing strategies to enhance total quality management (TQM) after the coronavirus disease (COVID-19).Design/methodology/approachA qualitative methodology based on a multiple-case study was adopted, involving the collection of 18 interviews with eight leading automotive firms and other companies responsible for their marketing and CRM activities.FindingsResults highlight that, through the adoption of CRM technology, automotive firms have developed best practices that positively impact business performance and TQM, thereby strengthening their digital culture. The challenges in the implementation of CRM and BDA are also discussed.Research limitations/implicationsThe study suffers from limitations related to the findings' generalizability due to the restricted number of firms operating in a single industry involved in the sample.Practical implicationsFindings suggest new relational approaches and opportunities for automotive companies deriving from the use of CRM and BDA under an overall customer-oriented approach.Originality/valueThis research analyzes how CRM and BDA improve the marketing and TQM processes in the automotive industry, which is undergoing deep transformation in the current context of digital transformation.

Customer participation in manufacturing firms’ new service development: the moderating role of CRM technology

PurposeThis paper aims to examine how customer participation in new service development (NSD) and customer relationship management (CRM) technology can improve the NSD performance of manufacturing firms. Additionally, the paper examines CRM technology usage to understand how it impacts new service performance both individually and jointly with customer participation in NSD.Design/methodology/approachThis study is a survey of 216 manufacturing managers who are overseeing the development of new services at their organizations. For the analysis, structural equation modeling is used with Amos 22.0. Measures of all latent variables in the analysis pass the traditional tests for reliability, convergent validity and discriminant validity. Furthermore, the results of a common latent factor test for common method variance and Harman’s one-factor test indicate that common method bias is not a source of endogeneity in the model.FindingsCustomer participation has a positive effect on NSD performance. CRM technology usage also has a positive effect on NSD performance. The effect of customer participation on NSD performance is enhanced by CRM technology. The results of a post hoc analysis suggest that the usage of CRM technology has the most benefit for managing the technical aspects of customer participation.Research limitations/implicationsThis study has methodological limitations that may impact the generalizability of results. For instance, it is based on cross-sectional self-reported survey data, which is more subjective than longitudinal secondary data. Survey research lacks the depth and nuance of qualitative research designs, which are commonly employed to study NSD. In addition, this study focuses on large US manufacturing firms. The authors do not include small firms or international organizations in the sample. Despite these limitations, they believe the findings can provide significant contributions to the NSD literature.Practical implicationsAlthough prior research has shown that customer participation and CRM technology can individually influence new product development (NPD) performance, the results indicate they are equally effective factors in the development of new services. Furthermore, the authors show that customer participation can be enhanced via the use of CRM technologies. The interaction is more pronounced within the technical aspects of NSD.Originality/valueThis study contributes to the NSD literature, and it also has implications for managers leading NSD efforts in traditional tangible-product industries. The findings provide additional evidence that customer participation is an effective NSD strategy for manufacturing firms (Morgan et al., 2019). Furthermore, CRM technology is integral to NSD performance. CRM technology not only has a direct effect on NSD performance, but the interaction term of customer participation by CRM technology also has a positive effect on NSD performance.

A Model Predicting CRM Resource Effect on Business Performance through CRM Capabilities

This study employs the CRM measurement model to the context of customer relationship management (CRM). It is aimed at indirectly examining the relationships between various resources of CRM and business performance. Additionally, this study is aimed at contributing to marketing research by placing an emphasis on CRM technology and their impact on performance. Through collecting secondary data, the direct and indirect effects of CRM resources and capabilities on business performance are examined within a sample of 6 case companies in the UK grocery market during 2015~2017. Additional measure of CRM capability is aggregated into the firm level to examine its relationship with their corporate performance. Furthermore, capability is categorized through defining the intention of initiating CRM programme. The results find a positive relationship between both CRM resources and their capabilities and performance. Besides, interactive capability is most essential for companies to enhance their CRM. Lastly, the interaction between technology and other resource is significantly associated with business performance. Managers may improve their CRM programs and eliminate side effects more effectively by concentrating on one type of resource to strengthen their most common CRM capability. This paper bridges significant gaps in the current literature through combining RBV and DC perspective, meanwhile, taking a capability view of CRM. Under a contemporary CRM measurement model, it examines how the possession of important CRM resource influences business performance in UK supermarket.

Key Success Factors For Customer Relationship Management (CRM) Projects Within SMEs

Customer Relationship Management (CRM) has emerged as a must-have capability for the modern firm irrespective of size and sector. The importance of CRM can be attributed to the need for today’s businesses to be customer-centric or customer-focused. As a business strategy, CRM seeks to develop and improve relationships with targeted customers to optimize customer value, competitiveness, and corporate profitability. While CRM has a truly strong business case, approximately 70% of CRM implementation projects do not create the intended business value. With this in mind, this work has reviewed relevant literature and explored 8 CSFs that can guide SMEs wishing to successfully implement CRM projects. The 8 CSFs cover the people, technologies, and processes – the core elements of a CRM strategy. In particular, the 8 CSFs include senior leadership sponsorship, customer-oriented CRM strategy, effective change management, customer data quality and availability, human resource management, the right CRM technology, CRM implementation methodology, and systems integration. Future studies may consider ranking the significance of the 8 CSFs based on the findings of an empirical research.

Does CRM Technology Help in Achieving Sustainable Competitive Advantage?

Purpose: To validate the impact of Customer Relationship Management (CRM) technologies on stable competitive advantage of companies. Confronting the existing ambiguous research. Design/methodology/approach: In step one, 757 publications were verified in a systematic literature review to establish precise CRM technology implementation success indicators. In step two, phone surveys were conducted with 608 corporate respondents to link CRM technology implementation success indicators with stable competitive advantage. Step three involved statistical inference applying machine-learning powered association rules/basket analysis. Findings: The best and the worst-performing companies simultaneously reported only low to moderate levels of CRM technology implementation success indicators. Both groups of companies do not differ significantly as far as CRM technology applications are concerned. Hence, direct impact of CRM technology on achieving stable competitive advantage was negatively validated. Research limitations/implications: Spatial positioning of this research in the Polish market demands studies in other markets to ensure the generality of findings. Research on CRM technology does not embrace other industry 4.0 technologies. Studies dealing with other technologies would shed more light on the overall role of the industry 4.0 revolution and the constraints in implementing new technologies. Originality/value: The research supposed that the ambiguity in existing research is caused by the methodical mistake: mixing the best and the worst-performing companies in one research survey. A hypothesis was established stating that the CRM technologies will only significantly impact stable competitive advantage of the best performing firms that have the competence to exploit their potential. This hypothesis was negatively verified.

Integrating the Commitment-Trust Theory to Gauge Customers Loyalty in Riding Services

This study aims to integrate a research scholarship of customer relationship management (CRM) practices and CRM technology as an interplay with CRM Quality and investigate the overall effect on CRM loyalty through the literary lens of commitment-trust theory. The study employed cross-sectional paradigm in collecting the data using purposive sampling technique from 211 potential-riding-app users. The data was analyzed using SMART-PLS. Findings reveal a significant role of technology alignment in enhancing CRM practices. Effective CRM practices increase CRM quality by building a strong level of trust and commitment in customers. Strategic orientation of CRM practices with efficient technology usage, riding-service firms can capitalize on all novel aspects of CRM, as part of an integrated marketing process, for enhancing customer loyalty.

Teknologi Manajemen Hubungan Pelanggan : Menjembatani Kesenjangan Antara Pendidikan dan Praktik Pemasaran

This article aims to test and analyze Customer Relationship Management Technologies that Bridge the Gap Between Education and Marketing Practices. The sample used in this article is Employees and Business Actors. The amount of data in this study were 70 respondents and collected by purposive sampling method. The test was carried out using the Structural Equation Model (SEM) method. The independent variables in this article are CRM Knowledge, Frequency of CRM use, Marketing Practices
 The dependent variable is CRM. The results of this study are (1) Knowledge of CRM system features has a positive effect on CRM use (2) Knowledge of CRM system features does not have a positive effect on sales (3) The frequency of CRM use has a positive effect on sales.

An Examination of Customer Relationship Management and Business Sustainability in Small and Medium Enterprises

The aim of this paper was to investigate the impact of customer relationship management (CRM) dimensions on business sustainability in small and medium enterprises (SMEs). A quantitative research approach was employed for data collection and fulfilling the objective of this study. In particular, the data was gathered through a survey instrument from 183 employees of SMEs in Saudi Arabia. The obtained responses were analyzed using the partial least square approach (PLS-SEM). The outcomes showed that customer orientation and CRM organization have significant positive effects on business sustainability. The results also verified that CRM technology and knowledge management play important roles in affecting business sustainability. These findings confirm the importance of customer relationship management and its dimensions in enabling firms to sustain their businesses and thrive in today's changing business environment.

Technology Readiness Index (TRI) for Measurement of User Readiness in ERP Implementation in the Marketing Department

Customer Relationship Management is part of the ERP System as one of the company's strategies to know and understand consumers as well as an approach that views consumers as the core of the company's business and success. PT. Selaras Hutama Mandiri (SHM) needs to analyze the readiness of Customer Relationship Management users with the aim of preventing failures during the implementation process which will have an impact on the company's business processes. By looking at the existing Human Resources, they are still unfamiliar with the use of technology, so it is feared that the technology to be adapted cannot be used by existing human resources. The method used is the Technology Readiness Index which refers to the tendency of users to adopt and use new technology in the work environment with the variables Optimism, Innovation, Discomfort and Insecurity. The results obtained that the independent variable that has an influence on the readiness of Customer Relationship Management users in operating or using Customer Relationship Management is the innovation variable with a value of sig .001 < from probability 0.05 and the t test has t count > t table, namely 5.916 < 2.365. Other independent variables Optimism, Discomfort and Insecurity did not affect users in operating or using Customer Relationship Management. Meanwhile, the independent variable simultaneously influences the dependent variable on the readiness of the Customer Relationship Management (Technology Readiness) users. So that the company' s concerns with the readiness and ability of employees to use technology can be overcome by an analysis using the Technology Readiness Index method that they are ready to use Customer Relationship Management. It is very important to analyze user readiness so that the technology applied to the company's business processes can be appropriate, meaning that technology implementation is not only a trend but in accordance with company needs. Keywords: ERP, CRM, TRI, User Readiness.

Assessing the AI-CRM technology capability for sustaining family businesses in times of crisis: the moderating role of strategic intent

PurposeThis study assesses the capability of artificial intelligence integrated customer relationship management (AI-CRM) technology for sustaining family businesses in times of crisis, such as the COVID-19 pandemic. The study also investigates the moderating role of strategic intent in sustaining family businesses in times of crisis.Design/methodology/approachThe authors used dynamic capability view theory and related literature on family business and technology adoption to develop a conceptual model. This model has been validated using the structural equation modeling technique considering 332 usable responses from people of India involved in family businesses and technology adoption. The study also uses multigroup analysis to examine the moderating role of strategic intent.FindingsThe study finds that adoption of AI-CRM technology significantly and positively impacts dynamic capabilities of the family businesses, such as sensing, seizing and transforming capabilities, which in turn positively and significantly influences their sustainability during crises. The study also highlights the significant moderating impact of strategic intent for sustaining family business firms in uncertain times.Practical implicationsThis study has highlighted the importance for family businesses to adopt AI-CRM technology and its influence on their dynamic capabilities. The study also provides important inputs to the management of family businesses regarding adoption of new technologies and their significance during crises. The study also documents that strategic intent could help family businesses to survive during such times. The study is conducted in India and thus cannot be generalized.Originality/valueThis study table is unique in that it investigates the influence of AI-CRM technology and the moderating role of strategic intent on family business sustainability in times of crisis. Moreover, the proposed theoretical model is a unique model with explanative power of 71%.

AI-driven customer relationship management for sustainable enterprise performance

Today, Artificial Intelligence (AI) is poised to take on Industry 4.0. Machines have conquered the human interface in complex board games like chess and Chinese games. AIcan now writes poetry, make predictions about decisions, interact with humans in real-time, analyze trillions of data points, and offer solutions in milliseconds. Customer Relationship Management (CRM) is one sector benefiting the most from AI. AI-driven customer relationship management (AI-CRM) technology is proposed in this article. Scholars developed a research method to evaluate product quality, performance, and commitment to AI-enabled technologies. The proposed model is designed with system-level architecture, process-level architecture, and mathematical models to correlate the input and output. A dataset was utilized to obtain primary data acquired by investigators using a survey technique. Data assessment revealed that customers are aware of AI-enabled technologies, that the technique under investigation is successful, and that customers are loyal to them.

Complementary effects of CRM and social media on customer co-creation and sales performance in B2B firms: The role of salesperson self-determination needs

This study examines the effects of salespeople's social media and customer relationship management (CRM) technology use on value co-creation through knowledge and the downstream impact on sales performance. Based on task-technology fit and self-determination theories, the findings reveal that social media, CRM technology, and their interaction support salespeople in their value co-creation efforts through the mediating role of knowledge enriched by these tools. The results indicate a significant moderating effect of salesperson job autonomy and sales quota ease in enhancing the relationship between knowledge and value co-creation. The study concludes by discussing important implications that stem from our analyses.

CRM system implementation and firm performance: the role of consultant facilitation and user involvement

Purpose The current research aims to answer the following question: To what extent and under what conditions does hiring consultants to implement a customer relationship management (CRM) system produce performance gains for companies? To answer this question, this research delves into the critical interdependent roles of CRM consultant resources (CR) and user involvement (UI) in overcoming CRM’s technological and organizational implementation challenges. Design/methodology/approach A quantitative field study methodology was used to empirically test the research hypotheses. Cross-sectional data (N = 126) were collected from large client companies using CRM technology. Partial least squares-structural equation modeling was used to estimate the significance levels of the structural model. Findings The findings indicate that the extent to which CRM consultants improve CRM system quality (SQ) and, ultimately, firm performance, largely depends on UI, which acts as the key facilitating mechanism to cope with application complexity (APP) and requirements uncertainty (REQ). Originality/value This research probes into the largely unexplored interactions between CRM CR, UI, APP and REQ. Using these parameters, this model successfully predicts CRM SQ and firm performance.

Key Success Factors for Customer Relationship Management (CRM) Projects within SMEs

Customer Relationship Management (CRM) has emerged as a must-have capability for the modern firm irrespective of size and sector. The importance of CRM can be attributed to the need for today’s businesses to be customer-centric or customer-focused. As a business strategy, CRM seeks to develop and improve relationships with targeted customers to optimize customer value, competitiveness, and corporate profitability. While CRM has a truly strong business case, approximately 70% of CRM implementation projects do not create the intended business value. With this in mind, this work has reviewed relevant literature and explored 8 CSFs that can guide SMEs wishing to successfully implement CRM projects. The 8 CSFs cover the people, technologies, and processes – the core elements of a CRM strategy. In particular, the 8 CSFs include senior leadership sponsorship, customer-oriented CRM strategy, effective change management, customer data quality and availability, human resource management, the right CRM technology, CRM implementation methodology, and systems integration. Future studies may consider ranking the significance of the 8 CSFs based on the findings of an empirical research.

Linking Customization Capability with CRM Technology Adoption and Strategic Alignment

Building on contingency theory and the input–process–output model, this paper investigates the relationships between customer relationship management (CRM) technology adoption, customization capability, CRM effectiveness, and strategic alignment. By surveying senior managers of customized service projects from 288 information technology service firms in Taiwan, we find that CRM technology adoption has a positive relationship with customization capacity, which is, in turn, positively correlated with CRM effectiveness with the correlation being moderated by strategic alignment. This study suggests that CRM marketing and operational technologies can enhance CRM effectiveness via customization capability. This study also uncovers approaches to achieving enhancement.

An Exploration of the Effect of Customer Relationship Management on Organizational Performance in the Banking Sector

The main objective of this paper is to test the linkages among customer relationship management (CRM) practices and organizational performance in Palestinian banking sector. This research relies on an online survey which was designed for gathering the data from several employees who serve in banking sector. A total of 223 responses were considered valid for data analysis using SPSS and partial least square approach (PLS-SEM). Overall, the findings verified that customer orientation and CRM organization have significant positive effects on organizational performance. The outcomes also confirmed that CRM technology and knowledge management play important roles in affecting organizational performance. These findings reveal that the current business environment requires organizations to continuously monitor and manage customer relationships effectively for achieving their long range objectives and responding to emerging challenges.

Customer Relationship Management Performance and Technology Impact among Logistic Operators in SME’s

Today's business environment is facing an unavoidable challenge. Small businesses’ success is, therefore, vital for maintaining the world economy in general and the Malaysian economy in particular. In addition, Entrepreneurship is a driving force in bringing innovation to the market and creating firms that can achieve high growth in the economy. The objective of this study is to investigate the relationship between customer satisfaction and loyalty in delivery industries.

Investigating the effect of the social customer relationship management (CRM) on customers and financial performance

This research aims to investigate the effect of the social customer relationship management (CRM) process on achieving superior levels of costumers and financial performance. The object of this research is the Iraqi firms at the Iraqi environment market, while the subject is more than 200 respondents. Six variables from the research data were gathered through an instrument model invalid form that structured to be measured through reliable questionnaires. Statistical Analysis of the research data used partial least squares structural equation modeling with the significance in accordance with the output of SPSS 22.0. The findings indicate that the social CRM technologies of the firms improve the innovation activities on Both (services and products). This has a positive effect on the ability to achieve high performance through building customer-linking capabilities by adopting innovations, resulting in higher levels of efficiency. In exchange, higher levels of consumer contribution lead to having positive levels of customer and financial performance.