Enterprise resource planning and customer relationship management value

Abstract

Purpose

The purpose of this paper is to develop and test a theoretical model to measure the impact of enterprise resource planning (ERP) and customer relationship management (CRM) systems and moderating relationships of system and process integration on business value.

Design/methodology/approach

ERP and CRM systems are analysed with the resource-based view theory and measured by their impact on business value, having in consideration the moderation of system and process integration. The model was tested and analysed with data collected by Microsoft, from firms that have adopted both ERP and CRM systems in their organisation.

Findings

ERP system is found to be an important asset to business value, but CRM systems’ impact on business value is found to be not significant. System integration as moderator of ERP or CRM system is found to be not significant but has a positive and significant impact on business value. For process integration, the study finds that it is significant only when moderating the CRM system variable.

Research limitations/implications

The model shows that the moderating effects of system and process integration are important variables for understanding the joint business value of ERP and CRM.

Practical implications

Adopting an ERP system and ensuring system integration provides a direct impact on business value. In order for a CRM system to have a positive impact on business value, process integration with ERP system must be ensured.

Originality/value

This study provides new knowledge on how ERP and CRM systems used together may positively influence value from IT investments, and how systems integration and process integration provide business value.

Citation

Ruivo, P., Oliveira, T. and Mestre, A. (2017), "Enterprise resource planning and customer relationship management value", Industrial Management & Data Systems, Vol. 117 No. 8, pp. 1612-1631. https://doi.org/10.1108/IMDS-08-2016-0340