Exploring CRM effectiveness: an institutional theory perspective

详细信息    查看全文

• 作者：Bas Hillebrand (1)
  Jurriaan J. Nijholt (2)
  Edwin J. Nijssen (3)
  
• 关键词：Customer relationship management ; Institutional theory ; Mimetic motives ; Adoption ; Marketing practices
• 刊名：Journal of the Academy of Marketing Science
• 出版年：2011
• 出版时间：August 2011
• 年：2011
• 卷：39
• 期：4
• 页码：592-608
• 全文大小：355KB
• 参考文献：1. Abrahamson, E. (1991). Managerial fads and fashions: the diffusion and rejection of innovations. / Academy of Management Review, 16(3), 586-12.
  2. Abrahamson, E. (1996). Management fashion. / Academy of Management Review, 21(1), 254-85.
  3. Ahearne, M., Jones, E., Rapp, A., & Mathieu, J. (2008). High touch through high tech: the impact of salesperson technology usage on sales performance via mediating mechanisms. / Management Science, 54(4), 671-5. CrossRef
  4. Aiken, L. S., & West, S. G. (1991). / Multiple regression: Testing and interpreting interactions. Newbury Park: Sage.
  5. Alavi, M., & Leidner, D. (2001). Knowledge management and knowledge management systems: conceptual foundations and research issues. / MIS Quarterly, 25(1), 107-36. CrossRef
  6. Ansari, S. M., Fiss, P. C., & Zajac, E. J. (2010). How practices vary as they diffuse: a framework for analysis. / Academy of Management Review, 35(1), 67-2. CrossRef
  7. Armstrong, J. S., & Overton, T. S. (1977). Estimating nonresponse bias in mail surveys. / Journal of Marketing Research, 14(3), 396-02. CrossRef
  8. Barclay, D. W., Higgins, C., & Thompson, R. (1995). The partial least squares (PLS) approach to causal modeling: personal computer adaptation and use as an illustration. / Technology Studies, 2(2), 285-09.
  9. Becker, J. U., Greve, G., & Albers, S. (2009). The impact of technological and organizational implementation of CRM on customer acquisition, maintenance, and retention. / International Journal of Research in Marketing, 26(3), 207-15. CrossRef
  10. Bohling, T., Bowman, D., LaValle, S., Mittal, V., Narayandas, D., Ramani, G., et al. (2006). CRM implementation: effectiveness issues and insights. / Journal of Service Research, 9(2), 184-94. CrossRef
  11. Boiral, O. (2007). Corporate greening through ISO 14001: a rational myth? / Organization Science, 18(1), 127-46. CrossRef
  12. Boulding, W., Staelin, R., Ehret, M., & Johnston, W. J. (2005). A customer relationship management roadmap: what is known, potential pitfalls, and where to go. / Journal of Marketing, 69(4), 155-66. CrossRef
  13. Brunsson, N. (1991). / The organization of hypocrisy: Talk, decisions and actions in organizations. Copenhagen: Copenhagen Business School.
  14. Burns, L. R., & Wholey, D. R. (1993). Adoption and abandonment of matrix management programs: Effects of organizational characteristics and interorganizational networks. / Academy of Management Journal, 36(1), 106-38. CrossRef
  15. Campbell, A. J. (2003). Creating customer knowledge competence: managing customer relationship management programs strategically. / Industrial Marketing Management, 32(5), 375-83. CrossRef
  16. Chin, W. W. (1998). The partial least squares approach to structural equations modeling. In G. A. Marcoulides (Ed.), / Modern methods for business research (pp. 295-36). London: Erlbaum.
  17. Conant, J. S., Mokwa, M. P., & Varadarajan, P. R. (1990). Strategic types, distinctive marketing competences and organizational performance: a multiple measures-based study. / Strategic Management Journal, 11(5), 365-83. CrossRef
  18. Deephouse, D. L., & Carter, S. M. (2005). An examination of differences between organizational legitimacy and organizational reputation. / Journal of Management Studies, 42(2), 329-60. CrossRef
  19. Dickie, J. (2004). Does CRM = sales effectiveness or sales ineffectiveness. Retrieved October 16, 2008 from http://siebel.ittoolbox.com/documents/industry-articles/does-crm-sales-effectiveness-or-sales-ineffectiveness-1508.
  20. DiMaggio, P. J., & Powell, W. W. (1983). The iron cage revisited: institutional isomorphism and collective rationality in organizational fields. / American Sociological Review, 48, 147-60. CrossRef
  21. Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: algebra and statistics. / Journal of Marketing Research, 18(3), 382-88. CrossRef
  22. Greve, H. R. (1998). Managerial cognition and the mimetic adoption of market positions: what you see is what you do. / Strategic Management Journal, 19, 967-88. CrossRef
  23. Grewal, R., & Dharwadkar, R. (2002). The role of the institutional environment in marketing channels. / Journal of Marketing, 82(3), 82-7. CrossRef
  24. Guillén, M. (1994). / Models of management. Ithaca: Cambridge University Press.
  25. Haunschild, P. R., & Miner, A. S. (1997). Modes of interorganizational imitation: the effects of outcome salience and uncertainty. / Administrative Science Quarterly, 42(4), 472-00. CrossRef
  26. Hendricks, K. B., Singhal, V. R., & Stratman, J. K. (2006). The impact of enterprise systems on corporate performance: a study of ERP, SCM, and CRM system implementations. / Journal of Operations Management, 25(1), 65-2. CrossRef
  27. Heugens, P. P. M. A. R., & Lander, M. W. (2009). Structure! Agency! (and other quarrels): meta-analyzing institutional theories of organization. / Academy of Management Journal, 52(1), 61-5. CrossRef
  28. Homburg, C., Workman, J. P., Jr., & Krohmer, H. (1999). Marketing’s influence within the firm. / Journal of Marketing, 63(4), 1-7. CrossRef
  29. Homburg, C., Droll, M., & Totzek, D. (2008). Customer prioritization: does it pay off, and how should it be implemented? / Journal of Marketing, 72(5), 110-0. CrossRef
  30. Huang, X., Gattiker, T. F., & Schroeder, R. G. (2010). Do competitive priorities drive adoption of electronic commerce applications? Testing the contingency and institutional views. / Journal of Supply Chain Management, 46(3), 57-9. CrossRef
  31. Iyer, G. R. (1997). Comparative marketing: an interdisciplinary framework for institutional analysis. / Journal of International Business Studies, 28(3), 531-61. CrossRef
  32. Jayachandran, S., Sharma, S., Kaufman, P., & Raman, P. (2005). The role of relational information processes and technology use in customer relationship management. / Journal of Marketing, 69(4), 177-92. CrossRef
  33. Kennedy, M. T., & Fiss, P. C. (2009). Institutionalization, framing, and diffusion: the logic of TQM adoption and implementation decisions among U.S. hospitals. / Academy of Management Journal, 52(5), 897-18. CrossRef
  34. Kohli, A., & Jaworski, B. J. (1990). Market orientation: the construct, research propositions, and managerial implications. / Journal of Marketing, 54(2), 1-8. CrossRef
  35. Kostova, T., & Roth, K. (2002). Adoption of an organizational practice by subsidiaries of multinational corporations: institutional and relational effects. / Academy of Management Journal, 45(1), 215-33. CrossRef
  36. Krasnikov, A., Jayachandran, S., & Kumar, V. (2009). The impact of customer relationship management on cost and profit efficiencies: evidence from the U.S. commercial banking industry. / Journal of Marketing, 73(11), 61-6. CrossRef
  37. Lindell, M. K., & Brandt, C. J. (2000). Climate quality and climate consensus as mediators of the relationship between organizational antecedents and outcomes. / Journal of Applied Psychology, 85(3), 331-48. CrossRef
  38. Lounsbury, M. (2001). Institutional sources of practice variation: staffing college and university recycling programs. / Administrative Science Quarterly, 46(1), 29-6. CrossRef
  39. M?gi, A. W. (2003). Share of wallet in retailing: the effects of customer satisfaction, loyalty cards and shopper characteristics. / Journal of Retailing, 79(2), 97-06. CrossRef
  40. Meyer, J. W., & Rowan, B. (1977). Institutionalized organizations: formal structure as myth and ceremony. / American Journal of Sociology, 83(2), 340-63. CrossRef
  41. Mithas, S., Krishnan, M. S., & Fornell, C. (2005). Why do customer relationship management applications affect customer satisfaction? / Journal of Marketing, 69(4), 201-09. CrossRef
  42. Mizruchi, M. S., & Fein, L. C. (1999). The social construction of organizational knowledge: a study of the uses of coercive, mimetic, and normative isomorphism. / Administrative Science Quarterly, 44(4), 653-83. CrossRef
  43. Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. / Journal of Marketing, 58(3), 20-8. CrossRef
  44. Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. / Journal of Marketing, 54(4), 20-5. CrossRef
  45. Nunnally, J. C. (1978). / Psychometric theory (2nd ed.). New York: McGraw-Hill.
  46. Oliver, C. (1991). Strategic responses to institutional processes. / Academy of Management Review, 16(2), 145-79.
  47. Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors influencing the effectiveness of relationship marketing: a meta-analysis. / Journal of Marketing, 70(4), 136-53. CrossRef
  48. Pauwels, K., Ambler, T., Clark, B. H., LaPointe, P., Reibstein, D., Skiera, B., et al. (2009). Dashboards as a service: why, how, and what research is needed? / Journal of Service Research, 12(2), 175-89. CrossRef
  49. Payne, A. (2006). / Handbook of CRM: Achieving excellence in customer management. Burlington: Butterworth-Heinemann.
  50. Payne, A., & Frow, P. (2005). A strategic framework for customer relationship management. / Journal of Marketing, 69(4), 167-76. CrossRef
  51. Plakoyiannaki, E., Tzokas, N., Dimitratos, P., & Saren, M. (2008). How critical is employee orientation for customer relationship management? Insights from a case study. / Journal of Management Studies, 45(2), 268-93.
  52. Podsakoff, P. M., & Organ, D. W. (1986). Self-reports in organizational research: problems and prospects. / Journal of Management, 12, 69-2. CrossRef
  53. Raman, P., Wittmann, C. M., & Rauseo, N. A. (2006). Leveraging CRM for sales: the role of organizational capabilities in successful CRM implementation. / Journal of Personal Selling & Sales Management, 26(1), 39-3. CrossRef
  54. Rao, R. S., Chandy, R. K., & Jaideep Prabhu, J. (2008). The fruits of legitimacy: why some new ventures gain more from innovation than others. / Journal of Marketing, 72(4), 58-5. CrossRef
  55. Reinartz, W., Krafft, M., & Hoyer, W. D. (2004). The customer relationship management process: its measurement and impact on performance. / Journal of Marketing Research, 41(3), 293-05. CrossRef
  56. Reinartz, W., Haenlein, M., & Henseler, J. (2009). An empirical comparison of the efficacy of covariance-based and variance-based SEM. / International Journal of Research in Marketing, 26(4), 332-44. CrossRef
  57. Ringle, C. M., Wende, S., & Will, A. (2005). SmartPLS 2.0 (beta) http://www.smartpls.de, University of Hamburg, Hamburg, Germany.
  58. Robey, D., Boudreau, M.-C., & Rose, G. M. (2000). Information technology and organizational learning: a review and assessment of research. / Accounting Management and Information Technologies, 10(2), 125-55. CrossRef
  59. Rogers, E. M. (1995). / Diffusion of Innovations (5th ed.). New York: Free.
  60. Sinkula, J. M. (1994). Market information processing and organizational learning. / Journal of Marketing, 58(1), 35-5. CrossRef
  61. Slater, S. F., & Narver, J. C. (1995). Market orientation and the learning organization. / Journal of Marketing, 59(3), 63-4. CrossRef
  62. Srinivasan, R., & Moorman, C. (2005). Strategic firm commitments and rewards for customer relationship management in online retailing. / Journal of Marketing, 69, 193-00. CrossRef
  63. Srivastava, R. K., Shervani, T. A., & Fahey, L. (1999). Business processes and shareholder value: an organizationally embedded view of marketing activities and the discipline of marketing. / Journal of Marketing, 63(SI), 168-80. CrossRef
  64. Staw, B. M., & Epstein, L. D. (2000). What bandwagons bring: effects of popular management techniques on corporate performance, reputation and CEO pay. / Administrative Science Quarterly, 45, 523-56. CrossRef
  65. Stratman, J. K. (2007). Realizing benefits from enterprise resource planning: does strategic focus matter? / Production and Operations Management, 16(2), 203-16. CrossRef
  66. Terlaak, A., & Gong, Y. (2008). Vicarious learning and inferential accuracy in adoption processes. / Academy of Management Review, 33(4), 846-68. CrossRef
  67. Tolbert, P. S., & Zucker, L. G. (1996). The institutionalization of institutional theory. In S. Clegg, C. Hardy, & W. Nord (Eds.), / Handbook of organization studies (pp. 175-90). London: Sage.
  68. Treacy, M., & Wiersema, F. (1993). Customer intimacy and other value disciplines. / Harvard Business Review, 71(1), 84-3.
  69. Verhoef, P. C., & Leeflang, P. S. H. (2009). Understanding the marketing department’s influence within the firm. / Journal of Marketing, 73(2), 14-7. CrossRef
  70. Voss, G. B., & Voss, Z. G. (2008). Competitive density and the customer acquisition–retention trade-off. / Journal of Marketing, 72(6), 3-8. CrossRef
  71. Westphal, J. D., & Zajac, E. J. (2001). Decoupling policy from practice: the case of stock repurchase programs. / Administrative Science Quarterly, 46(2), 202-28. CrossRef
  72. Westphal, J. D., Gulati, R., & Shortell, S. M. (1997). Customization or conformity? An institutional and network perspective on the content and consequences of TQM adoption. / Administrative Science Quarterly, 42, 366-94. CrossRef
  73. Whitmore, M., & Copulsky, J. (2003). CRM R.I.P.?: It was over-hyped, over-promised and over-sold. But is CRM truly dead? / Marketing Magazine, 108(13), 13-4.
  74. Woodruff, R. B. (1997). Customer value: the next source for competitive advantage. / Journal of the Academy of Marketing Science, 25(2), 139-53. CrossRef
  75. Wouters, M., & Wilderom, C. (2008). Developing performance-measurement systems as enabling formalization: a longitudinal field study of a logistics department. / Accounting, Organizations and Society, 33(4-), 488-16. CrossRef
  76. Wu, F., Mahajan, V., & Balasubramanian, S. (2003). An analysis of e-business adoption and its impact on business performance. / Journal of the Academy of Marketing Science, 31(4), 425-47. CrossRef
  77. Yim, F. H., Anderson, R. E., & Swaminathan, S. (2004). Customer relationship management: its dimensions and effect on customer outcome. / Journal of Personal Selling & Sales Management, 24(4), 263-78.
  
• 作者单位：Bas Hillebrand (1)
  Jurriaan J. Nijholt (2)
  Edwin J. Nijssen (3)
  
  1. Institute for Management Research, Radboud University Nijmegen, Nijmegen, Netherlands
  2. Rotterdam School of Management, Erasmus University, Rotterdam, Netherlands
  3. Industrial Engineering & Innovation Sciences, Eindhoven University of Technology, Eindhoven, Netherlands
  

文摘

This study identifies the potential contribution that institutional theory can make to understanding the success of marketing practices. Based on institutional theory, we argue that the effectiveness of marketing practices decreases when firms are motivated to adopt such practices under the influence of institutional pressures originating in firms-environments. However, alignment between a practice and a firm’s marketing strategy may buffer against these negative effects. We apply these insights to the case of customer relationship management (CRM). CRM is considered an important way to enhance customer loyalty and firm performance, but it has also been criticized for being expensive and for not living up to expectations. Empirical data from 107 organizations confirm that, in general, adopting CRM for mimetic motives is likely to result in fewer customer insights as a result of using this practice. Our study suggests that institutional theory has much to offer to the investigation of the effectiveness of marketing practices.