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How Critical is Employee Orientation for Customer Relationship Management? Insights from a Case Study

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  • Emmanuella Plakoyiannaki
  • Nikolaos Tzokas
  • Pavlos Dimitratos
  • Michael Saren

Abstract

abstract This paper explores the interface of employee orientation and the Customer Relationship Management (CRM) process based on an in‐depth case study of a leading firm in the UK automotive services sector. Employee orientation is embedded in the Organizational Culture (OC) of the firm and manifested through its key elements, notably assumptions, values, behaviours and artefacts. CRM consists of four organizational activities: strategic planning, information, value creation, and performance measurement sub‐processes. Based on the case study evidence, the widely postulated link between CRM success and employee orientation is empirically supported and the mechanisms underlying this association elucidated.

Suggested Citation

  • Emmanuella Plakoyiannaki & Nikolaos Tzokas & Pavlos Dimitratos & Michael Saren, 2008. "How Critical is Employee Orientation for Customer Relationship Management? Insights from a Case Study," Journal of Management Studies, Wiley Blackwell, vol. 45(2), pages 268-293, March.
    • Handle: RePEc:bla:jomstd:v:45:y:2008:i:2:p:268-293
    DOI: 10.1111/j.1467-6486.2007.00740.x
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    Cited by:

    1. Junfeng Zhang, 2010. "Employee Orientation and Performance: An Exploration of the Mediating Role of Customer Orientation," Journal of Business Ethics, Springer, vol. 91(1), pages 111-121, February.
    2. Lu-Ming Tseng & Yue-Min Kang, 2015. "Managerial Authority, Turnover Intention and Medical Insurance Claims Adjusters’ Recommendations for Claim Payments," The Geneva Papers on Risk and Insurance - Issues and Practice, Palgrave Macmillan;The Geneva Association, vol. 40(2), pages 334-352, April.
    3. Sabrina Wieland & Benjamin Scott Flavel, 2015. "The relationship between employee orientation, financial performance and leverage," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 11(4), pages 716-733, October.
    4. Busu Mihail & Vargas Madalina Vanesa & Gherasim Ioan Alexandru, 2020. "An analysis of the economic performances of the retail companies in Romania," Management & Marketing, Sciendo, vol. 15(1), pages 125-133, March.
    5. Abenanye Jackline, 2021. "Establishing the relationship between job orientation and employee performance in Bushenyi District Local Government, Uganda," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 5(12), pages 298-306, December.
    6. Aspara, Jaakko, 2011. "Documentation and continuous development of processes for customer management: Implications for profitable growth," Australasian marketing journal, Elsevier, vol. 19(4), pages 267-280.
    7. Wu Zhao & Wei Liu & Yun Chen, 2019. "Internal Fission Strategies in Corporate Entrepreneurship: A Case Study in China," Sustainability, MDPI, vol. 11(19), pages 1-20, September.

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