Customer Relationship Management in Business-to-Business Marketing: The Impact on Corporate Performance
Moh. Hasymi Quzwen , Ratih Hurriyati , Mokh. Adib Sultan
School of Postgraduate Studies
Universitas Pendidikan Indonesia
Bandung
Abstract
The main purpose of this study is to examine the theoretical and empirical evidence on the causal relationship between the implementation of customer relationship management (CRM) and corporate performance. A research conceptual model is developed to depict the impact of three - organizational, strategic, cultural - factors on CRM implementation and the implications for corporate performance. The analysis was made up of 120 questionnaires from courier companies all over Indonesia. Since in courier industry, customers- need and preferences change frequently, as do the competitors, so the moderating effect of market turbulence (market dynamism and market uncertainty) on the relationship between CRM implementation and corporate performance was also investigated. A structural equation modelling (SEM) test with maximum likelihood estimation was performed to test the relationship among organizational-strategic-cultural factors, CRM implementation, and corporate performane. The results indicate that organizational, strategic, and cultural factors, have positive effects on CRM implementation. The results also indicate that CRM implementations have significant positive effects on corporate performances of courier companies that do business-to-business marketing. Additionally, it is indicated that market turbulence negatively moderates the relationship between CRM implementation and corporate performance.
Keywords: Customer relationship management, business-to-business marketing, corporate performance, market turbulence, courier industry
Topic: Marketing Management