The impact of the implementation of crm strategy on consumer behaviour

Miguel, Margarida Domingues; Crespo, Cátia Fernandes

doi:10.17512/pjms.2023.27.2.15

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Tytuł artykułu

The impact of the implementation of crm strategy on consumer behaviour

Autorzy

Miguel Margarida Domingues , Crespo Cátia Fernandes

Treść / Zawartość

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DOI

10.17512/pjms.2023.27.2.15

Warianty tytułu

Wpływ wdrożenia strategii CRM na zachowania konsumentów

Języki publikacji

Abstrakty

Currently, firms are trying to improve customer relationships by investing in CRMstrategies to gain a competitive advantage and influence consumer behaviour. The currentstudy contributes to attenuate a gap identified in the literature, namely the lack of anintegrated conceptual model that assesses the effect of a combined implementation of thedifferent dimensions that compose a CRM strategy, respectively, customer management,organizational alignment, CRM technology and CRM strategy implementation, on consumerbehaviour, instead of carrying out an isolated analysis of them. Additionally, the presentresearch intends to overcome the lack of studies in the CRM literature focused on thecompany’s perspective since a large part of the previous studies were carried out from theconsumer perspective. An online survey was conducted among Portuguese companies,collecting 128 valid responses. Data were analysed using structural equation modelling withpartial least squares (PLS-SEM). Our findings demonstrate that an integrated implementationof CRM dimensions significantly and positively influences WOM, customer satisfaction, andcustomer retention. In addition, it was possible to confirm that innovation orientation andbrand equity directly impact consumer behaviour. Therefore, the present investigation showsthat the dimensions of CRM, namely, customer management, organizational alignment,CRM technology and CRM strategy implementation, work together to improve the customerexperience.

Obecnie firmy starają się poprawić relacje z klientami, inwestując w strategie CRM, aby uzyskać przewagę konkurencyjną i wpłynąć na zachowania konsumentów. Obecne badanie przyczynia się do złagodzenia luki zidentyfikowanej w literaturze, a mianowicie braku zintegrowanego modelu koncepcyjnego, który ocenia efekt połączonego wdrożenia różnych wymiarów składających się na strategię CRM, odpowiednio, zarządzania klientami, dostosowania organizacyjnego, technologii CRM i Wdrażanie strategii CRM, na zachowania konsumentów, zamiast przeprowadzania ich pojedynczej analizy. Dodatkowo niniejsze badanie ma na celu przezwyciężenie braku badań w literaturze CRM skoncentrowanych na perspektywie firmy, ponieważ duża część dotychczasowych badań była prowadzona z perspektywy konsumenta. Wśród portugalskich firm przeprowadzono ankietę internetową, w której zebrano 128 ważnych odpowiedzi. Dane analizowano przy użyciu modelowania równań strukturalnych z częściowymi najmniejszymi kwadratami (PLS-SEM). Nasze odkrycia pokazują, że zintegrowane wdrożenie wymiarów CRM znacząco i pozytywnie wpływa na WOM, zadowolenie i utrzymanie klientów. Ponadto udało się potwierdzić, że orientacja na innowacje i wartość marki bezpośrednio wpływają na zachowania konsumentów. Dlatego niniejsze badanie pokazuje, że wymiary CRM, a mianowicie zarządzanie klientami, dostosowanie organizacyjne, technologia CRM i wdrażanie strategii CRM, współpracują ze sobą w celu poprawy doświadczenia klienta.

Słowa kluczowe

CRM Customer Relationship Management word of mouth WOM satisfaction retention brand equity

CRM Customer Relationship Management poczta pantoflowa marketing szeptany WOM satysfakcja utrzymanie wartość marki

Wydawca

Czestochowa University of Technology

Czasopismo

Polish Journal of Management Studies

Rocznik

2023

Tom

Vol. 27, No. 2

Strony

240--259

Opis fizyczny

Bibliogr. 69 poz., rys., tab.

Twórcy

autor

Miguel Margarida Domingues

2201564@my.ipleiria.pt

School of Technology and Management, Polytechnic of Leiria, Portugal

https://orcid.org/0000-0003-2886-7370

autor

Crespo Cátia Fernandes

catia.crespo@ipleiria.pt

CARME, School of Technology and Management, Polytechnic of Leiria
CSG/ADVANCE, Portugal

https://orcid.org/0000-0003-2886-7370

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Uwagi

Opracowanie rekordu ze środków MEiN, umowa nr SONP/SP/546092/2022 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2022-2023).

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Bibliografia

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