Paving the way for CRM success: the mediating role of knowledge management and organizational commitment

Aurora Garrido-Moreno, Nigel Lockett, Víctor García-Morales

Research output: Contribution to journalArticle

43 Citations (Scopus)

Abstract

Customer relationship management (CRM) has become one of the most influential technologies in the world, and companies are increasingly implementing it to create value. However, despite significant investment in CRM technology infrastructure, empirical research offers inconsistent support for its positive impact on performance. This study develops and tests a research model analyzing the process through which CRM technology infrastructure translates into organizational performance, drawing on the resource-based view (RBV) and the knowledge-based view (KBV) of the firm. Based on an international sample of 125 hotels, the results suggest that organizational commitment and knowledge management fully mediate this process.
Original languageEnglish
Pages (from-to)1031-1042
Number of pages12
JournalInformation & Management
Volume51
Issue number8
DOIs
Publication statusPublished - 1 Dec 2014

Keywords

  • customer relationship management (CRM)
  • knowledge management
  • organizational commitment
  • CRM technology infrastructure
  • CRM success

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