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Unpicking antecedents of CRM adoption: a two-stage model

Jaber, F. and Simkin, L. (2017) Unpicking antecedents of CRM adoption: a two-stage model. Journal of Strategic Marketing, 25 (5-6). pp. 475-494. ISSN 1466-4488

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To link to this item DOI: 10.1080/0965254X.2016.1149212

Abstract/Summary

Most CRM work focuses on consumer applications. This paper addresses the operational adoption issues facing the organisation deploying CRM practices. There are a plethora of challenges facing organisations when adopting CRM. Previous research is limited to either examining the CRM adoption process at an individual/employees level or an organisational level. Hence, in this paper the myriad of organisational, marketing and technical antecedents that seem to impinge upon employee perceptions and organisational implementation of CRM are structured in a two-stage model. Using a stratified sample of ten organisations across four sectors, seven hypotheses are tested on data collected from 301 practitioners. A two-stage model is analysed using structural equation modelling. Findings reveal that CRM implementation relates to employee perceptions of CRM. This paper deepens our understanding of organisational practices to adopt CRM, so as an organisation properly profits from the expected benefits of CRM.

Item Type:Article
Refereed:Yes
Divisions:Henley Business School > Marketing and Reputation
ID Code:53337
Publisher:Taylor & Francis

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