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Market Orientation, Customer Relationship Management (CRM) Implementation Intensity, and CRM Performance: A Structural Model
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Author(s): Bryan Soh Yuen Liew (M Niche Online Solution, Malaysia), T. Ramayah (Universiti Sains Malaysia, Malaysia)and Jasmine A. L. Yeap (Universiti Sains Malaysia, Malaysia)
Copyright: 2015
Pages: 24
Source title:
Handbook of Research on Managing and Influencing Consumer Behavior
Source Author(s)/Editor(s): Hans-Ruediger Kaufmann (University of Nicosia, Cyprus & International Business School at Vilnius University, Lithuania)
DOI: 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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