MOVING TOWARD E-BUSINESS: CUSTOMER RELATIONSHIP MANAGEMENT ALIGNMENT IN MALAYSIAN SMALL BUSINESS

Yıl 2014, Cilt: 6 Sayı: 2, 1 - 10, 01.12.2014

Norshidah Mohamed Murni Mahmud Abdul Rahman Ahlan Ramlah Hussein Nor Shahriza Abdul Karim Umar Aditiawarman

Öz

The study proposes a research model on customer relationship management
(CRM) alignment and investigates the impact of alignment on performance. A
total of 300 survey questionnaires were distributed to business owners of small
and medium enterprises in Malaysia; 226 were used for analysis. From
researchers’ perspective, the research has contributed to new theoretical
knowledge on CRM alignment as evident through the development of a new
research instrument and research model that explains organizational performance.
From practical perspective, the research has clarified the components of CRM
alignment and impact of CRM alignment. Implications of research are discussed
herein.

Anahtar Kelimeler

Business strategy , customer relationship management , strategic alignment , information systems strategy , Balanced Scorecard

Kaynakça

• Boulding, William, Staelin Richard, Ehret Michael and Johnston Wesley J. (2005), “A Customer Relationship Management Roadmap: What is Known,
• Potential Pitfalls, and Where to Go”, Journal of Marketing, Vol. 69 (October), pp. 166. Chan, Yolande E. (1992), Business Strategy, Information Systems Strategy, and Strategic Fit: Measurement and Performance Impacts, University of Western
• Ontario: Unpublished Doctor of Philosophy Thesis. Chan, Yolande E. and Reich Blaize Horner (2007a), “IT Alignment: What Have
• We Learned?”, Journal of Information Technology, Vol. 22, pp. 297–315. Chan, Yolande E. and Reich Blaize Horner (2007b), “IT Alignment: An
• Annotated Bibliography”, Journal of Information Technology, Vol. 22, pp. 316– Ciborra, Claudio U. (1997), “De Profundis? Deconstructing the Concept of
• Strategic Alignment”, Scandinavian Journal of Information Systems, Vol. 9, No. , pp. 57–82 Day, G. S. and Van den Bulte Christophe (2002), “Superiority in Customer
• Relationship Management: Consequences for Competitive Advantage and Performance”, Working Paper, University of Pennsylvania: Wharton School of Economics. Foss, Bryan, Stone Merlin and Ekinci Yuksel (2008), “What Makes for CRM
• System Success – or Failure?”, Database Marketing and Customer Strategy Management, Vol. 15, No. 2, pp. 68-78. Hair, Joseph F., Tatham, Ronald L., Anderson Rolph E, and Black William C. (1998), Multivariate Data Analysis, New Jersey: Prentice-Hall.
• Henderson, John C. and Venkatraman, N. (1993). “Strategic Alignment:
• Leveraging Information Technology for Transforming Organizations”, IBM Systems Journal, Vol. 32, No. 1, pp. 4-16. Kim, Hyung-Su, Kim, Young-Gul (2009), “A CRM Performance Measurement
• Framework: Its Development Process and Application”, Industrial Marketing Management, Vol. 38, No. 4, pp. 477-489. Kim, Jonghyeok, Suh Euiho and Hwang Hyunseok (2003), “A Model For
• Evaluating The Effectiveness Of CRM Using The Balanced Scorecard”, Journal of Interactive Marketing, Vol. 17, No., 2, pp. 5-19. Luftman, Jerry N., Lewis, P.R. and Oldach, S.H. (1993), “Transforming the Enterprise: The Alignment of Business and Information Technology Strategies”,
• IBM Systems Journal, Vol. 32, No. 1, pp. 198–221. Luftman, Jerry N., Dorociak John, Kempaiah, Rajkumar and Rigoni, Eduardo Henrigue, (2008), “Strategic Alignment Maturity: A Structural Equation Model
• Validation”, AMCIS 2008 Proceedings, paper 53.
• Maes, Rik, Rijsenbrij Daan, Truijens Onno and Goedvolk Hans (2000),
• “Redefining Business–IT Alignment through A Unified Framework”, Universiteit van Amsterdam/Cap Gemini White Paper. Parvatiyar, A. and Sheth, J. (2001), “Customer Relationship Management:
• Emerging Practice, Process and Discipline”, Journal of Economic and Social Research, Vol. 3, No. 2, pp. 1-34. Payne, Adrian and Frow Pennie (2005), “Customer Relationship Management: from Strategy to Implementation”, Journal of Marketing Management, Vol. 22, pp. 135-168.
• Peppers, Don, Rogers Martha and Dorf Bob (1999), “Is your Company Ready for
• One-to-one Marketing?”, Harvard Business Review, Vol. 77, No. 1, pp. 101-109. Richards, Keith A. and Jones Eli (2008), “Customer Relationship Management:
• Finding Value Drivers”, Industrial Marketing Management, Vol. 37, pp. 120–130. Rigby, Darrell K., Reichheld Frederick F. and Schefter Phil (2002), “Avoid the Four Perils of CRM”, Harvard Business Review, Vol. 80, No. 2, pp. 101-109.
• Shoemaker, Mary E. (2001), “A Framework for Examining IT-Enabled Market
• Relationships”, Journal of Personal Selling and Sales Management, Vol. 21, No. , pp. 177-185. Swift Ronald S. (2000), Accelerating Customer Relationships – Using CRM and Relationship Technologies, Upper Saddle River, New Jersey: Prentice Hall.
• Venkatraman, N. (1989), “The Concept of Fit in Strategy Research: Toward
• Verbal and Statistical Correspondence”, Academy of Management Review, Vol. , No. 3, pp. 423-444.