Description
CRM initiatives are at the forefront of many organizations seeking to nurture long-term customer relationships through customer value creation. While the gains from CRM initiatives are apparent, the synergistic pathways that lead to customer value creation are understudied in literature. We take an organizational learning perspective, and posit that customer value creation in CRM initiatives can be obtained through dedicated organizational learning. Further, we draw upon the IT assets literature to posit that business analytics capability and IT infrastructure for CRM positively impact organizational learning. Human capital is postulated to play a moderating role on these impacts. We propose to conduct a matched-pair survey of senior executives and subsequent analysis to empirically validate our study. Findings from this study will help clarify the role of IT capabilities and organizational learning in CRM initiatives.
Recommended Citation
Vishwanath, Koratagere R. and Sankaranarayanan, Balaji, "Customer Value Creation in CRM Initiatives: The Impacts of Organizational Learning and IT Capabilities" (2017). AMCIS 2017 Proceedings. 12.
https://aisel.aisnet.org/amcis2017/StrategicIT/Presentations/12
Customer Value Creation in CRM Initiatives: The Impacts of Organizational Learning and IT Capabilities
CRM initiatives are at the forefront of many organizations seeking to nurture long-term customer relationships through customer value creation. While the gains from CRM initiatives are apparent, the synergistic pathways that lead to customer value creation are understudied in literature. We take an organizational learning perspective, and posit that customer value creation in CRM initiatives can be obtained through dedicated organizational learning. Further, we draw upon the IT assets literature to posit that business analytics capability and IT infrastructure for CRM positively impact organizational learning. Human capital is postulated to play a moderating role on these impacts. We propose to conduct a matched-pair survey of senior executives and subsequent analysis to empirically validate our study. Findings from this study will help clarify the role of IT capabilities and organizational learning in CRM initiatives.