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Market Orientation, Customer Relationship Management (CRM) Implementation Intensity, and CRM Performance: A Structural Model

Market Orientation, Customer Relationship Management (CRM) Implementation Intensity, and CRM Performance: A Structural Model

Bryan Soh Yuen Liew, T. Ramayah, Jasmine A. L. Yeap
Copyright: © 2015 |Pages: 24
ISBN13: 9781466665477|ISBN10: 1466665475|EISBN13: 9781466665484
DOI: 10.4018/978-1-4666-6547-7.ch007
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MLA

Liew, Bryan Soh Yuen, et al. "Market Orientation, Customer Relationship Management (CRM) Implementation Intensity, and CRM Performance: A Structural Model." Handbook of Research on Managing and Influencing Consumer Behavior, edited by Hans-Ruediger Kaufmann, IGI Global, 2015, pp. 149-172. https://doi.org/10.4018/978-1-4666-6547-7.ch007

APA

Liew, B. S., Ramayah, T., & Yeap, J. A. (2015). Market Orientation, Customer Relationship Management (CRM) Implementation Intensity, and CRM Performance: A Structural Model. In H. Kaufmann (Ed.), Handbook of Research on Managing and Influencing Consumer Behavior (pp. 149-172). IGI Global. https://doi.org/10.4018/978-1-4666-6547-7.ch007

Chicago

Liew, Bryan Soh Yuen, T. Ramayah, and Jasmine A. L. Yeap. "Market Orientation, Customer Relationship Management (CRM) Implementation Intensity, and CRM Performance: A Structural Model." In Handbook of Research on Managing and Influencing Consumer Behavior, edited by Hans-Ruediger Kaufmann, 149-172. Hershey, PA: IGI Global, 2015. https://doi.org/10.4018/978-1-4666-6547-7.ch007

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Abstract

The Web hosting industry is characterized by the rapid growth of information technology trends as well as constantly growing competition. Market orientation and Customer Relationship Management (CRM) are thought of as key solutions to this predicament. Thus, the purpose of this study was to test the effect of market orientation on CRM implementation intensity and subsequently the effect of CRM implementation intensity on CRM performance. Data was collected via online questionnaires from 81 online Web hosting companies around the world and analyzed using Partial Least Squares structural equation modeling technique. The results indicated that market orientation had a significant positive impact on CRM implementation intensity and CRM implementation intensity had a direct positive influence on CRM performance. A test of mediation also confirmed that CRM implementation intensity mediated the relationship between market orientation and CRM performance. Implications of these findings are further explored.

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