Toward a contingency theory of CRM adoption
Toward a contingency theory of CRM adoption
Acknowledging the paucity of research on customers who are the targets of customer relationship management (CRM) efforts, this paper presents a contingency theory framework and set of research propositions suggesting that successful CRM adoption is contingent on a variety of contextual factors that influence value exchange in B2B channel relationships. Grounded in theoretical perspectives on the customer selection process, channel governance, transaction costs, power distribution in marketing channels, and dynamic capabilities, the authors identify five broad categories of variables potentially important in studying CRM adoption and directly affecting CRM success/failure
454-474
Williams, Paul
ae414ef5-40ec-4cd6-a79e-97c72343d781
Ashill, Nicholas
2771b7e5-c88b-4236-bdda-46224beeb935
Naumann, Earl
717a303f-0aca-45b9-a090-b0fbdca63c96
15 September 2017
Williams, Paul
ae414ef5-40ec-4cd6-a79e-97c72343d781
Ashill, Nicholas
2771b7e5-c88b-4236-bdda-46224beeb935
Naumann, Earl
717a303f-0aca-45b9-a090-b0fbdca63c96
Williams, Paul, Ashill, Nicholas and Naumann, Earl
(2017)
Toward a contingency theory of CRM adoption.
Journal of Strategic Marketing, 25 (5-6), .
(doi:10.1080/0965254x.2016.1149211).
Abstract
Acknowledging the paucity of research on customers who are the targets of customer relationship management (CRM) efforts, this paper presents a contingency theory framework and set of research propositions suggesting that successful CRM adoption is contingent on a variety of contextual factors that influence value exchange in B2B channel relationships. Grounded in theoretical perspectives on the customer selection process, channel governance, transaction costs, power distribution in marketing channels, and dynamic capabilities, the authors identify five broad categories of variables potentially important in studying CRM adoption and directly affecting CRM success/failure
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Accepted/In Press date: 16 December 2015
Published date: 15 September 2017
Identifiers
Local EPrints ID: 472765
URI: http://eprints.soton.ac.uk/id/eprint/472765
ISSN: 0965-254X
PURE UUID: f301c58f-8778-47ad-8c7f-870d2a38a942
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Date deposited: 16 Dec 2022 18:24
Last modified: 17 Mar 2024 04:02
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Author:
Nicholas Ashill
Author:
Earl Naumann
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