Improving Organizational Performance Through in Terms of Using the Customer Relationship Management system—an Exploratory Study for SMEs in Romania

Mihaela Rodica Ganciu (), Andreea Barbu (), Iustina-Cristina Costea-Marcu (), Dana Corina Deselnicu () and Gheorghe Militaru ()
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Mihaela Rodica Ganciu: Politehnica University of Bucharest
Andreea Barbu: Politehnica University of Bucharest
Iustina-Cristina Costea-Marcu: Politehnica University of Bucharest
Dana Corina Deselnicu: Politehnica University of Bucharest
Gheorghe Militaru: Politehnica University of Bucharest

A chapter in Digital Economy and New Value Creation, 2022, pp 115-127 from Springer

Abstract: Abstract The aim of this research is to understand how the dynamics of customer relationship management system usage have changed small and medium enterprises practices, influencing their organizational performance. Theories that have been used to understand the elements of system practices include the theory of marketing relationships and the theory of resource-based visualization. In this study, customer relationship management resources are classified as customer orientation, technological system resources, knowledge management and organizational capability (established as independent variables). Organizational performance will be te dependent variable. Also, a new factor was introduced, namely the control variable (size of company, seniority and the main field of activity of the company are used in the analysis of this factor). The questions from te survey were stated using the Likert scale (with values from 1 to 7). After using statistical data and case studies through quantitative analysis, the research conducted to the current state of customer relationship management system usage. The significant effect that influences the organizational performance toward using customer relationship management system is represented by organizational capability, which had the most important influence.

Keywords: Small and medium enterprises; Organizational performance; Customer relationship management system; Digital technologies; Theory of marketing relationships; Romanian companies (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-07265-9_10

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DOI: 10.1007/978-3-031-07265-9_10

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