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Performance implications of customer-linking capabilities: Examining the complementary role of customer orientation and CRM technology

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  • Rapp, Adam
  • Trainor, Kevin J.
  • Agnihotri, Raj

Abstract

This study examines how technology and complementary resources are bundled to form capabilities that foster durable customer relationships. Drawing from the literature in marketing, strategic management, and information systems, the first outcome is a theoretically grounded conceptualization of CRM technology capability comprised of three complementary resources: technology, business, and human resources. The second key finding is that CRM technology capability and customer orientation have a positive association with the development of durable customer relationships. These resources also have a positive interactive effect on customer-linking capability, highlighting the importance of aligning strategic business and technology resources. Finally, the authors find that customer-linking capability has a positive relationship with customer relationship performance and that the rapidity of changes in the external environment moderates this relationship. This study addresses these research questions in a cross-sectional study of 215 organizations using a partial least squares modeling approach.

Suggested Citation

  • Rapp, Adam & Trainor, Kevin J. & Agnihotri, Raj, 2010. "Performance implications of customer-linking capabilities: Examining the complementary role of customer orientation and CRM technology," Journal of Business Research, Elsevier, vol. 63(11), pages 1229-1236, November.
  • Handle: RePEc:eee:jbrese:v:63:y:2010:i:11:p:1229-1236
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    References listed on IDEAS

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    Citations

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    Cited by:

    1. Rapp, Adam & Beitelspacher, Lauren Skinner & Schillewaert, Niels & Baker, Thomas L., 2012. "The differing effects of technology on inside vs. outside sales forces to facilitate enhanced customer orientation and interfunctional coordination," Journal of Business Research, Elsevier, pages 929-936.
    2. repec:eee:jbrese:v:82:y:2018:i:c:p:19-30 is not listed on IDEAS
    3. Paniagua, Jordi & Sapena, Juan, 2014. "Business performance and social media: Love or hate?," Business Horizons, Elsevier, vol. 57(6), pages 719-728.
    4. Thai, Mai Thi Thanh & Turkina, Ekaterina, 2014. "Macro-level determinants of formal entrepreneurship versus informal entrepreneurship," Journal of Business Venturing, Elsevier, pages 490-510.
    5. Dentoni, Domenico & English, Francis & Schwarz, Daniela, 2014. "The Impact of Public R&D on Marketing and Supply Chains on Small Farms’ Market Sensing Capability: Evidence from the Australian Seafood Industry," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association (IFAMA), vol. 17(1).
    6. Wu, Chih-Wen, 2015. "Antecedents of franchise strategy and performance," Journal of Business Research, Elsevier, pages 1581-1588.
    7. Ringle, Christian M. & Sarstedt, Marko & Schlittgen, Rainer & Taylor, Charles R., 2013. "PLS path modeling and evolutionary segmentation," Journal of Business Research, Elsevier, pages 1318-1324.
    8. Takata, Hidesuke, 2016. "Effects of industry forces, market orientation, and marketing capabilities on business performance: An empirical analysis of Japanese manufacturers from 2009 to 2011," Journal of Business Research, Elsevier, pages 5611-5619.
    9. Trainor, Kevin J. & Andzulis, James (Mick) & Rapp, Adam & Agnihotri, Raj, 2014. "Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM," Journal of Business Research, Elsevier, pages 1201-1208.
    10. Roberts, Nicholas & Grover, Varun, 2012. "Investigating firm's customer agility and firm performance: The importance of aligning sense and respond capabilities," Journal of Business Research, Elsevier, pages 579-585.

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