زمینه سازی برای موفقیت CRM: نقش واسطه ای مدیریت دانش و تعهد سازمانی
|کد مقاله||سال انتشار||مقاله انگلیسی||ترجمه فارسی||تعداد کلمات|
|41361||2014||12 صفحه PDF||سفارش دهید||9520 کلمه|
Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Information & Management, Volume 51, Issue 8, December 2014, Pages 1031–1042
Customer relationship management (CRM) has become one of the most influential technologies in the world, and companies are increasingly implementing it to create value. However, despite significant investment in CRM technology infrastructure, empirical research offers inconsistent support for its positive impact on performance. This study develops and tests a research model analyzing the process through which CRM technology infrastructure translates into organizational performance, drawing on the resource-based view (RBV) and the knowledge-based view (KBV) of the firm. Based on an international sample of 125 hotels, the results suggest that organizational commitment and knowledge management fully mediate this process.