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Improving Organizational Performance Through in Terms of Using the Customer Relationship Management system—an Exploratory Study for SMEs in Romania

In: Digital Economy and New Value Creation

Author

Listed:
  • Mihaela Rodica Ganciu

    (Politehnica University of Bucharest)

  • Andreea Barbu

    (Politehnica University of Bucharest)

  • Iustina-Cristina Costea-Marcu

    (Politehnica University of Bucharest)

  • Dana Corina Deselnicu

    (Politehnica University of Bucharest)

  • Gheorghe Militaru

    (Politehnica University of Bucharest)

Abstract

The aim of this research is to understand how the dynamics of customer relationship management system usage have changed small and medium enterprises practices, influencing their organizational performance. Theories that have been used to understand the elements of system practices include the theory of marketing relationships and the theory of resource-based visualization. In this study, customer relationship management resources are classified as customer orientation, technological system resources, knowledge management and organizational capability (established as independent variables). Organizational performance will be te dependent variable. Also, a new factor was introduced, namely the control variable (size of company, seniority and the main field of activity of the company are used in the analysis of this factor). The questions from te survey were stated using the Likert scale (with values from 1 to 7). After using statistical data and case studies through quantitative analysis, the research conducted to the current state of customer relationship management system usage. The significant effect that influences the organizational performance toward using customer relationship management system is represented by organizational capability, which had the most important influence.

Suggested Citation

  • Mihaela Rodica Ganciu & Andreea Barbu & Iustina-Cristina Costea-Marcu & Dana Corina Deselnicu & Gheorghe Militaru, 2022. "Improving Organizational Performance Through in Terms of Using the Customer Relationship Management system—an Exploratory Study for SMEs in Romania," Springer Proceedings in Business and Economics, in: Mihail Busu (ed.), Digital Economy and New Value Creation, pages 115-127, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-07265-9_10
    DOI: 10.1007/978-3-031-07265-9_10
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