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Customer-Based Performance on Customer Relationship Management: The Role of Customer Relational Information Process

Author

Listed:
  • Hsinhsin Chang

    (National Cheng Kung University, Taiwan)

  • Powen Fang

    (National Cheng Kung University, Taiwan)

  • Fangju Cho

    (National Cheng Kung University, Taiwan)

Abstract

Purpose: Customer relationship management (CRM) is an important tool to achieve marketing strategy for firms. This study investigated the influence of completeness of CRM relational information processes on customer-based performance. Besides, interaction orientation and CRM system readiness were adopted as moderators on the relationship between CRM relational information processes and customer-based performance. Design/methodology/approach: Both qualitative and quantitative approaches were applied in this study. Findings: The results revealed that completeness of CRM relational information processes indirectly and positively affects customer-based profit performance through customer-based relational performance. The implication and suggestion for managers were also discussed. Originality/value: This study showed that well-built information processes strengthen customer-based relational performance. Moreover, managers should thoroughly strengthen customer-based relational performance to promote the customer-based profit performance. Finally, managers should build appropriate CRM technology systems and create complete rules, rewards and mechanisms to meet the developmental level of the CRM relational information processes and further promote customer-based performance

Suggested Citation

  • Hsinhsin Chang & Powen Fang & Fangju Cho, 2013. "Customer-Based Performance on Customer Relationship Management: The Role of Customer Relational Information Process," Diversity, Technology, and Innovation for Operational Competitiveness: Proceedings of the 2013 International Conference on Technology Innovation and Industrial Management,, ToKnowPress.
    • Handle: RePEc:tkp:tiim13:s4_98-119
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    References listed on IDEAS

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    2. Isabelle Huault & V. Perret & S. Charreire-Petit, 2007. "Management," Post-Print halshs-00337676, HAL.
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