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Organizational Learning and CRM Success: A Model for Linking Organizational Practices, Customer Data Quality, and Performance

Author

Listed:
  • Peltier, James W.
  • Zahay, Debra
  • Lehmann, Donald R.

Abstract

A high quality customer database is a cornerstone of successful interactive marketing strategies and tactics. Based on the notion that customer data quality is not only a technical but also an organizational problem, this study develops and tests an organizational learning framework of the relationship between organizational processes, customer data quality and firm performance. The findings show that high quality customer data impact both customer and business performance and that the most important driver of customer data quality comes from the executive suite. A large portion of the impact of organizational culture on performance is mediated by customer data quality and data sharing. The results support the presence of a hierarchy of effects for enhancing data quality that runs from organizational learning (committed to a shared vision for CRM data), to cross-functional learning (marketing/IT cooperation, marketing/IT integration) to functional learning (data sharing).

Suggested Citation

  • Peltier, James W. & Zahay, Debra & Lehmann, Donald R., 2013. "Organizational Learning and CRM Success: A Model for Linking Organizational Practices, Customer Data Quality, and Performance," Journal of Interactive Marketing, Elsevier, vol. 27(1), pages 1-13.
    • Handle: RePEc:eee:joinma:v:27:y:2013:i:1:p:1-13
    DOI: 10.1016/j.intmar.2012.05.001
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    References listed on IDEAS

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    6. Meng Li & Jiqiang Liu & Yeping Yang, 2023. "Financial Data Quality Evaluation Method Based on Multiple Linear Regression," Future Internet, MDPI, vol. 15(10), pages 1-15, October.
    7. Krishen, Anjala S. & Dwivedi, Yogesh K. & Bindu, N. & Kumar, K. Satheesh, 2021. "A broad overview of interactive digital marketing: A bibliometric network analysis," Journal of Business Research, Elsevier, vol. 131(C), pages 183-195.
    8. Wei Liu & Zongshui Wang & Hong Zhao, 2020. "Comparative study of customer relationship management research from East Asia, North America and Europe: A bibliometric overview," Electronic Markets, Springer;IIM University of St. Gallen, vol. 30(4), pages 735-757, December.

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