The strategic value of CRM: a technology adoption perspective

Abstract

A conceptual model, grounded in the literature, that depicts the impact of the level of CRM technology adoption on business‐to‐business (B2B) relationships is developed and explored. A firm's CRM technology adoption is considered as an antecedent to relationship strength and relationship performance. The model depicts both market and technology orientation of the firm as impacting the level of CRM technology adoption within a firm. The authors propose that the level of CRM technology adoption subsequently affects B2B relationship strength and performance.

Keywords:

• customer relationship management (CRM)
• conceptual model
• information technology
• relationship strength
• relationship performance

ACKNOWLEDGEMENT

The authors thank the two anonymous JSM reviewers for their valuable comments and suggestions.