Adoption of Ubiquitous CRM for Operational Sustainability of the Firms: Moderating Role of Technology Turbulence

Sheshadri Chatterjee, Ranjan Chaudhuri, Antonino Galati and Demetris Vrontis
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Sheshadri Chatterjee: Department of Computer Science & Engineering, Indian Institute of Technology Kharagpur, Kharagpur 721302, India
Ranjan Chaudhuri: National Institute of Industrial Engineering, Mumbai 400087, India
Antonino Galati: Department of Agricultural, Food and Forest Sciences, University of Palermo, 90128 Palermo, Italy
Demetris Vrontis: School of Business, University of Nicosia, Nicosia 1700, Cyprus

Sustainability, 2021, vol. 13, issue 18, 1-18

Abstract: Ubiquitous CRM (UCRM) enhances customer relationship management. It can sense customer needs and demands, to which firms can respond quickly. Therefore, UCRM helps to improve a firm’s agility. There is a growing interest among researchers and practitioners to understand how the adoption of UCRM impacts the sustainability of firms’ operations, but not many studies have investigated this issue. In this context, the aim of this study is to examine how firms’ absorptive capacity and dynamic capability could impact the adoption of UCRM to influence the operational sustainability of the firms and their performance. The study also investigates the moderating role of technology turbulence on the relationship between a firm’s operational sustainability and its performance. Using absorptive capacity theory and dynamic capability view theory and reviewing the existing literature, we developed a conceptual model. The model was then validated using a structural equation modeling technique considering 309 usable respondents from different firms that use UCRM for their operational activities. The study found that firms’ absorptive capacity and dynamic capability significantly and positively impact the adoption of UCRM, which in turn significantly and positively impacts firms’ operational sustainability and improves their performance. The study also shows that there is a significant moderating role of technology turbulence on the relationship between operational sustainability and firm performance.

Keywords: absorptive capacity; dynamic capability; ubiquitous CRM; operational sustainability; firm performance; technology turbulence (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
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