An Examination of Customer Relationship Management (CRM) Technology Adoption and its Impact on Business-to-Business Customer Relationships

Abstract

This study explores the linkage between CRM technology adoption and B2B relationships. CRM technology adoption is considered as a possible antecedent to relationship strength and relationship performance. Ten marketing and sales managers, and their respective customers, from a variety of New Zealand companies were interviewed. Their perspectives on the relationship between CRM technology and relationships were recorded and analysed. In addition, their views of what are elements of strong relationships and relationship performance were explored. Findings indicate that CRM technology does have a role to play in sustaining and maintaining B2B relationships, but it is the customer communications and people aspect that may be most important. Customers have expectations of CRM technology and are generally more optimistic that CRM will provide benefits to the customer in terms of customer satisfaction and service. Respondents were in agreement that the important elements of relations include trust, commitment and communications. Relationship performance is generally measured using customer satisfaction, loyalty and/or customer retention. Future research will focus on developing a CRM technology adoption instrument and empirically testing the conceptual model with larger samples.

Keywords:

• CRM
• customer relationship management
• conceptual model
• information technology
• business-to-business
• relationship strength
• relationship performance

Acknowledgment

An earlier version of this paper ‘Investigating the Impact of Customer Relationship Management (CRM) Technology on Business-to-Business Customer Relationships’ was presented at the Academy of Marketing 2006 Conference, 3–6 July, Middlesex University Business School, London, UK.