IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-030-23010-4_16.html
   My bibliography  Save this book chapter

Testing the Moderation Effects on Gartner’s Customer Relationship Management Practices and Customer Acquisition

In: Innovation, Technology, and Market Ecosystems

Author

Listed:
  • Subhasish Das

    (Centurion University of Technology and Management)

  • Manit Mishra

    (International Management Institute)

  • Prasanta Kumar Mohanty

    (Centurion University of Technology and Management)

Abstract

The prime objective of the study is to understand the moderating effect of job satisfaction and gender on the relationship between customer relationship management (CRM) practices and customer acquisition. The study first investigates the relationship between the four best CRM practices; CRM vision, CRM strategy, valued customer experience and organizational collaboration, suggested by Gartner’s competency model with customer acquisition and then tries to test the moderation effect of employee’s job satisfaction and gender. The findings of the study are based upon the responses from 196 employees of a selected retail store, through a self-administered questionnaire. The study finds a significant moderation effect of job satisfaction on the relationship between Gartner’s CRM practices and customer acquisition.

Suggested Citation

  • Subhasish Das & Manit Mishra & Prasanta Kumar Mohanty, 2020. "Testing the Moderation Effects on Gartner’s Customer Relationship Management Practices and Customer Acquisition," Springer Books, in: Rajagopal & Ramesh Behl (ed.), Innovation, Technology, and Market Ecosystems, chapter 0, pages 333-345, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-23010-4_16
    DOI: 10.1007/978-3-030-23010-4_16
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-030-23010-4_16. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.