Linking CRM to customer-oriented behaviour through service climate perceptions

Mei-Ling Wang

International Journal of Business and Systems Research, 2018, vol. 12, issue 3, 243-261

Abstract: Integrating the capability view of customer relationship management (CRM) with service climate research, this present study developed a conceptual two-level model that links CRM to customer-oriented behaviour through service climate in service organisations. Data from 629 customers involving 141 bank consultants of retail banks in Taiwan was collected via a questionnaire and analysed using hierarchical linear modelling. The results revealed that CRM was related to service climate perceptions, which, in turn, positively predicted customer-oriented behaviour. In addition, the relationship between CRM and customer-oriented behaviour was mediated by service climate perceptions. Both theoretical and practical implications are discussed as well as future research directions.

Keywords: service climate perception; customer-oriented behaviour; customer relationship management; CRM. (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbsre:v:12:y:2018:i:3:p:243-261

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