The Role of Relational Information Processes and Technology Use in Customer Relationship Management

TLDR

Drawing on relationship marketing and market information processing literature, the authors conceptualize relational information processes as organizational routines critical for CRM. The study examines the drivers and outcomes of relational information processes and the role of technology in implementing CRM. The authors analyze data from a diverse sample of firms to investigate these relationships. Results indicate that relational information processes enhance customer relationship performance, that CRM technology moderates this effect, and that technology use does not always produce the expected performance gains.

Abstract

Drawing on the relationship marketing and market information processing literature streams, the authors conceptualize and measure relational information processes, or organizational routines that are critical for customer relationship management (CRM). The authors examine the key drivers and outcome of relational information processes and the role of technology in implementing CRM using data collected from a diverse sample of firms. The results show that relational information processes play a vital role in enhancing an organization's customer relationship performance. By moderating the influence of relational information processes on customer relationship performance, technology used for CRM performs an important and supportive role. The study provides insights into why the use of CRM technology might not always deliver the expected customer relationship performance outcome.