Customer Relationship Management in Business-to-Business Marketing: The Impact on Corporate Performance
- DOI
- 10.2991/aebmr.k.210831.101How to use a DOI?
- Keywords
- Customer Relationship Management, Business To Business Marketing, Corporate Performance, Market Turbulence, Courier Industry
- Abstract
The main purpose of this study is to examine the theoretical and empirical evidence on the causal relationship between the implementation of customer relationship management (CRM) and corporate performance. A research conceptual model was developed to depict the impact of three - organizational, strategic, cultural - factors on CRM implementation and its implications on corporate performance. The analyses was made up of 120 questionnaires from courier companies all over Indonesia. Since in courier industry, customers’ need and preferences change frequently, as do the competitors, so the moderating effect of market turbulence (market dynamism and market uncertainty) on the relationship between CRM implementation and corporate performance was also investigated. A structural equation modelling (SEM) test with maximum likelihood estimation was performed to test the relationship among organizational-strategic-cultural factors, CRM implementation, and corporate performance. The results showed that organizational, strategic, and cultural factors had positive effects on CRM implementation. The results also revealed that CRM implementations had significant positive effects on corporate performances of courier companies that performed business-to-business marketing. Additionally, it was found that market turbulence negatively moderated the relationship between CRM implementation and corporate performance.
- Copyright
- © 2021, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Moh. Hasymi Quzwen AU - Ratih Hurriyati AU - Mokh. Adib Sultan PY - 2021 DA - 2021/09/02 TI - Customer Relationship Management in Business-to-Business Marketing: The Impact on Corporate Performance BT - Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020) PB - Atlantis Press SP - 517 EP - 523 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.210831.101 DO - 10.2991/aebmr.k.210831.101 ID - Quzwen2021 ER -