The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
E-CRM and Managerial Discretion
Abstract
Most sectors of industry, commerce, and government have reported variation in the performance payoff from electronic customer relationship management (e-CRM). In this paper we build on surprisingly sparse literature regarding the importance of managerial discretion to show that the heterogeneity of beliefs held by managers about e-CRM execution matter when explaining e-CRM success. Drawing on a data sample comprising 50 interviews and 293 survey responses we utilise segmentation techniques to identify significant differences in managerial beliefs and then associate these belief segments with e-CRM performance. Results indicate that (1) three distinct types of managers can be identified based on the heterogeneity of their e-CRM beliefs: mindfully optimistic, mindfully realistic, and mindfully pessimistic; (2) that there is far less homogeneity at the individual firm level than is normally assumed in the literature; (3) that het-erogeneity in managerial beliefs is systematically associated with organisational performance; and (4) these results serve to remind practitioners that e-CRM performance is dependent upon the right balance between managerial optimism and realism.
Related Content
Serpil Kır Elitaş.
© 2023.
11 pages.
|
Sami Kiraz.
© 2023.
14 pages.
|
Kadir Bendaş.
© 2023.
10 pages.
|
Fatih Değirmenci.
© 2023.
15 pages.
|
Elifnur Terzioğlu.
© 2023.
14 pages.
|
Türker Elitaş.
© 2023.
16 pages.
|
Sudeep Uprety.
© 2023.
14 pages.
|
|
|