From CRM-System-Effectiveness to Profitability

Professorship/Faculty: Sales and Marketing  
Authors: Hein, Daniel; Ivens, Björn Sven  ; Leischnig, Alexander ; Wölfl, Steffen
Title of the compilation: Proceedings of the 38th International Conference on Information Systems
Corporate Body: International Conference on Information Systems, 38, 2017, Seoul, South Korea
Publisher Information: AIS Electronic Library (AISeL)
Year of publication: 2017
Pages / Size: Elektonische Ressource (16 Seiten)
Language(s): English
Document Type: Conferenceobject
The ability to manage customer relationships has be come a key differentiating factor for companies that compete in a hypercompetitive environment. The purpose of this research is to investigate the mechanisms by which CRM-systems in their distinct architecture contribute to firm profitability. Drawing from prior work in the information systems and accounting literature, we examine the effect of CRM-system effectiveness on profitability, considering the mediating roles of firms’ customer knowledge and customer strategy proactiveness. The results of serial mediation analysis based on data from a sample of 138 executives offer novel insights into the mechanism through which CRM systems contribute to performance gains. Our research contributes to the IS and the strategic management literatures by developing a conceptualization for CRM-system effectiveness and by delineating the causal process between CRM-system effectiveness and profitability.
Keywords: CRM-system effectiveness, customer knowledge, customer strategy proactiveness, profitability
Peer Reviewed: Ja
International Distribution: Ja
Release Date: 18. December 2017