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Analyzing the impact of knowledge management on CRM success: The mediating effects of organizational factors

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  • Garrido-Moreno, Aurora
  • Padilla-Meléndez, Antonio

Abstract

Customer relationship management (CRM) and knowledge management (KM) have become key strategic tool for all companies, especially in the current competitive environment. Moreover, customer knowledge is an important issue for CRM implementation. Reviewing the literature, we found many studies that analyze the crucial role played by KM initiatives as determinants of the success of CRM. Moreover, we found also diverse studies that show high rates of failure when implementing that strategy, so there is still no integrated conceptual framework to guide companies to their successful implementation. In this paper, with data of 153 Spanish hotels, we examine the relationships between KM and CRM success using a structural equation model. The main contribution is that having knowledge management capabilities is not sufficient for the success of CRM, but there are other factors to consider. In particular, organizational factors indeed impact CRM success and they appear to be intermediaries of the impact of other factors (KM capabilities/technological/customer orientation factors) in the success of CRM (in financial and marketing terms).

Suggested Citation

  • Garrido-Moreno, Aurora & Padilla-Meléndez, Antonio, 2011. "Analyzing the impact of knowledge management on CRM success: The mediating effects of organizational factors," International Journal of Information Management, Elsevier, vol. 31(5), pages 437-444.
    • Handle: RePEc:eee:ininma:v:31:y:2011:i:5:p:437-444
    DOI: 10.1016/j.ijinfomgt.2011.01.002
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    References listed on IDEAS

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    2. Ryals, Lynette & Knox, Simon, 2001. "Cross-functional issues in the implementation of relationship marketing through customer relationship management," European Management Journal, Elsevier, vol. 19(5), pages 534-542, October.
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    5. Riyad Eid, 2007. "Towards a Successful CRM Implementation in Banks: An Integrated Model," The Service Industries Journal, Taylor & Francis Journals, vol. 27(8), pages 1021-1039, December.
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    Cited by:

    1. Dong, Shutao, 2012. "Decision execution mechanisms of IT governance: The CRM case," International Journal of Information Management, Elsevier, vol. 32(2), pages 147-157.
    2. Saito, Taiga & Takahashi, Akihiko & Koide, Noriaki & Ichifuji, Yu, 2019. "Application of online booking data to hotel revenue management," International Journal of Information Management, Elsevier, vol. 46(C), pages 37-53.
    3. Amin, Adnan & Shah, Babar & Khattak, Asad Masood & Lopes Moreira, Fernando Joaquim & Ali, Gohar & Rocha, Alvaro & Anwar, Sajid, 2019. "Cross-company customer churn prediction in telecommunication: A comparison of data transformation methods," International Journal of Information Management, Elsevier, vol. 46(C), pages 304-319.
    4. Nedeljković Ivana & Zlatanović Dejana & Marinković Veljko, 2022. "Effects of Customer Relationship Management on Organizational Performance," Economic Themes, Sciendo, vol. 60(2), pages 237-258, June.
    5. Chuang, Shu-Hui & Lin, Hong-Nan, 2013. "The roles of infrastructure capability and customer orientation in enhancing customer-information quality in CRM systems: Empirical evidence from Taiwan," International Journal of Information Management, Elsevier, vol. 33(2), pages 271-281.
    6. Rîpa Ioan Alexandru, 2022. "Customer relationship management in the international context – theoretical and practical considerations," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 16(1), pages 1060-1072, August.
    7. M. Hurol Mete & Onder Belgin, 2022. "Impact of Knowledge Management Performance on the Efficiency of R&D Active Firms: Evidence from Turkey," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 13(2), pages 830-848, June.

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