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Customer relationship management capabilities: Measurement, antecedents and consequences

Yonggui Wang (Business School, University of International Business and Economics, Beijing, China and Kellogg School of Management, Northwestern University, Evanston, Illinois, USA)
Hui Feng (Kelley School of Business, Indiana University, Tenth Street, Bloomington, Indiana, USA)

Management Decision

ISSN: 0025-1747

Article publication date: 3 February 2012

Abstract

Purpose

This study seeks to extend the resource‐based view to the context of customer relationship management. It is intended to develop a measurement model of customer relationship management (CRM) capabilities, and to explore the key antecedents and performance consequences of CRM capabilities.

Design/methodology/approach

Questionnaire survey was used to collect data. In order to develop a reliable and valid measurement model of CRM capabilities, several rounds of questionnaire survey were conducted, and hypotheses were tested by utilizing the technique of structural equation modeling.

Findings

A three‐factor (customer interaction management capability, customer relationship upgrading capability and customer win‐back capability) measurement model of CRM capabilities is developed and tested. Furthermore, results support the hypothesized influences of customer orientation, customer‐centric organizational system and CRM technology on CRM capabilities, as well as the influence of CRM capabilities on organizational performance.

Practical implications

This study provides a useful measurement mode of CRM capabilities that managers can use to evaluate the status in quo of CRM capabilities of their firms. Managers may also improve their CRM programs more effectively and efficiently by deploying such strategic resources of firms as customer orientation, customer‐centric organizational system and CRM technology to build and strengthen their CRM capabilities.

Originality/value

The paper addresses significant gaps in the current literature by taking a capability view of CRM, developing a valid measurement model of CRM capabilities, and examining how possession of important CRM resources influences the effective deployment of CRM capabilities.

Keywords

Citation

Wang, Y. and Feng, H. (2012), "Customer relationship management capabilities: Measurement, antecedents and consequences", Management Decision, Vol. 50 No. 1, pp. 115-129. https://doi.org/10.1108/00251741211194903

Publisher

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Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited