Customer Relationship Management (CRM) Implementation Intensity and Performance: A Study of Web-Hosting Companies

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Author(s): Bryan Soh Yuen Liew (M Niche Online Solution, Malaysia), T. Ramayah (Universiti Sains Malaysia, Malaysia)and Jasmine Yeap Ai Leen (Universiti Sains Malaysia, Malaysia)
Copyright: 2012
Pages: 12
Source title: Customer Relationship Management and the Social and Semantic Web: Enabling Cliens Conexus
Source Author(s)/Editor(s): Ricardo Colomo-Palacios (Østfold University College, Norway), João Varajão (University of Trás-os-Montes e Alto Douro, Portugal)and Pedro Soto-Acosta (University of Murcia, Spain)
DOI: 10.4018/978-1-61350-044-6.ch008

Keywords: Business & Management / Business Science Reference / Consumer Management / E-Commerce

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Abstract

Competition in the Web-hosting industry has become very intense in recent years as the market becomes saturated with existing as well as new players. To survive in this very competitive environment, Web-hosting companies need to be more responsive to their customer needs. Customer relationship management is thought of as a key solution to this. Thus the purpose of this study was to test the effect of CRM implementation intensity on CRM performance among Web-hosting companies. The more intense the implementation the better the CRM performance should be. Data was collected via online questionnaires from 81 respondents representing various online Web-hosting companies around the globe. The results indicated CRM implementation intensity had a direct positive influence on CRM performance.

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