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A CRM-based pathway to improving organisational responsiveness: an empirical study

Batista, Luciano; Dibb, Sally; Meadows, Maureen; Hinton, Matthew and Analogbei, Mathew (2019). A CRM-based pathway to improving organisational responsiveness: an empirical study. Journal of Strategic Marketing (Early Access).

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DOI (Digital Object Identifier) Link: https://doi.org/10.1080/0965254x.2018.1555547
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Abstract

Successful organisations are characterised by how they adjust their organisational practices in response to the external environment. The concept of organisational responsiveness has been used to describe this ability to respond to market changes. The role played by customer relationship management (CRM) in supporting this process is considered, with a focus on the contribution made by how CRM is approached and embedded in the organisation, effective information systems, and staff empowerment. Drawing on data from an empirical study of financial services firms in Brazil, the findings show that improved organisational responsiveness is more effectively enabled by a ‘CRM approach – systems effectiveness – staff empowerment’ pathway, rather than the simple ‘CRM approach – systems implementation’ pathway adopted by many firms. The theoretical and managerial implications of the findings are explored.

Item Type: Journal Item
Copyright Holders: 2018 Informa UK Limited, trading as Taylor & Francis Group
ISSN: 1466-4488
Keywords: organisational responsiveness; CRM; IS effectiveness; staff empowerment
Academic Unit/School: Faculty of Business and Law (FBL)
Faculty of Business and Law (FBL) > Business > Department for Strategy and Marketing
Faculty of Business and Law (FBL) > Business
Faculty of Business and Law (FBL) > Business > Department for Public Leadership and Social Enterprise
Item ID: 57599
Depositing User: Matthew Hinton
Date Deposited: 13 Nov 2018 09:15
Last Modified: 10 Jun 2019 21:37
URI: http://oro.open.ac.uk/id/eprint/57599
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