Toward a contingency theory of CRM adoption

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Title

Toward a contingency theory of CRM adoption

Content partner

Victoria University of Wellington

Collection

Open Access Victoria University of Wellington

Description

Acknowledging the paucity of research on customers who are the targets of customer relationship management (CRM) efforts, this paper presents a contingency theory framework and set of research propositions suggesting that successful CRM adoption is contingent on a variety of contextual factors that influence value exchange in B2B channel relationships. Grounded in theoretical perspectives on the customer selection process, channel governance, transaction costs, power distribution in marketing...

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Format

Research paper

Research format

Scholarly text / Journal article

Date created

2017

Creator

P Williams / Nicholas Ashill / E Naumann

URL

https://figshare.com/articles/journal_contribution/Toward_a_contingency_theory_of_CRM_adoption/21...

Related subjects

Marketing not elsewhere classified / customer relationship management / contingency theory / propositions

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