دانلود رایگان مقاله انگلیسی استفاده از آنالیز کسب و کار در CRM : یک شبکه قانونی از مهارت IT به عملکرد CRM - الزویر 2018

ABSTRACT

Business analytics (BA) becomes increasingly important under rapidly changing business environment. A research challenge is that BA use is not fully understood. We tackle this challenge from the perspective of dynamic capability by using an empirical model with the emphasis on BA use in customer relationship management (CRM). Based on 170 samples from firm-level survey, we analyze the nomological linkage from IT competence to CRM performance. The results show data management capability fully mediates between IT competence and BA use, while customer response capability partially mediates between BA use and CRM performance.

7. Conclusion

From the dynamic capability perspective, this study establishes an empirical model with the emphasis on BA use in the context of CRM. Based on 170 samples from firm-level survey, we explore the nomological net from IT competence to CRM performance through the competitive model analysis. Our analysis results show that data management capability fully mediates between IT competence and BA use, and customer response capability partially mediates between BA use and CRM performance. Based on our empirical verification, we suggest data management capability, a multidimensional scale consisting of data quality management and data integration capability, and customer response capability as major dynamic capabilities for BA use and CRM. This study provides further thoughtful implications for CRM practitioners in regard of these two dynamic capabilities.