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Linking CRM to customer-oriented behaviour through service climate perceptions

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  • Mei-Ling Wang

Abstract

Integrating the capability view of customer relationship management (CRM) with service climate research, this present study developed a conceptual two-level model that links CRM to customer-oriented behaviour through service climate in service organisations. Data from 629 customers involving 141 bank consultants of retail banks in Taiwan was collected via a questionnaire and analysed using hierarchical linear modelling. The results revealed that CRM was related to service climate perceptions, which, in turn, positively predicted customer-oriented behaviour. In addition, the relationship between CRM and customer-oriented behaviour was mediated by service climate perceptions. Both theoretical and practical implications are discussed as well as future research directions.

Suggested Citation

  • Mei-Ling Wang, 2018. "Linking CRM to customer-oriented behaviour through service climate perceptions," International Journal of Business and Systems Research, Inderscience Enterprises Ltd, vol. 12(3), pages 243-261.
    • Handle: RePEc:ids:ijbsre:v:12:y:2018:i:3:p:243-261
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