Linking Customization Capability with CRM Technology Adoption and Strategic Alignment

Hung-Tai Tsou ()
Additional contact information
Hung-Tai Tsou: College of Management and Design, Ming Chi University of Technology, New Taipei City 243303, Taiwan

Service Science, 2022, vol. 14, issue 1, 60-75

Abstract: Building on contingency theory and the input–process–output model, this paper investigates the relationships between customer relationship management (CRM) technology adoption, customization capability, CRM effectiveness, and strategic alignment. By surveying senior managers of customized service projects from 288 information technology service firms in Taiwan, we find that CRM technology adoption has a positive relationship with customization capacity, which is, in turn, positively correlated with CRM effectiveness with the correlation being moderated by strategic alignment. This study suggests that CRM marketing and operational technologies can enhance CRM effectiveness via customization capability. This study also uncovers approaches to achieving enhancement.

Keywords: CRM technologies; adoption; customization capability; effectiveness; strategic alignment (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
http://dx.doi.org/10.1287/serv.2021.0286 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:inm:orserv:v:14:y:2022:i:1:p:60-75

Access Statistics for this article

More articles in Service Science from INFORMS Contact information at EDIRC.
Bibliographic data for series maintained by Chris Asher ().