Document Type

Work in Progress


Customer Relationship Management (CRM) has been one of the important managerial issues. The benefits of Relationship Marketing has been well recognized and new information technologies offer amazing possibilities for CRM practice. The processes of implementing CRM, however, are expensive, and yet the failure rate of the CRM projects is also high. Of the failures, 20% end up even damaging to long-standing customer relationships. This study focuses on explaining theoretically why huge IT investment on CRM practice does not always generate the successful outcomes to the organizations, what are the critical factors of CRM, and how the factors influence the CRM performance. Based on the review of the previous frameworks and definitions of CRM, the study proposes an integrated CRM framework. In addition, among others, CRM Fit and Customer Orientation are addressed as critical factors of successful CRM. Although technology has been identified as a main enabler of successful CRM, many CRM experts have claimed that it is not technology in isolation that brings the success to the CRM practice. Adopting Task-Technology Fit (TTF) model, CRM Fit, not Technology, is included in the research model. Therefore, this study proposes that CRM Fit has a positive relationship with CRM performance and Customer orientation moderates the effect of CRM Fit on CRM performance.