Skip to main navigation menu Skip to main content Skip to site footer
Economia e diritto del terziario - Open Access - Dal 2018 non è più pubblicata da FrancoAngeli

Parte I - Saggi e Studi

No. 2 (2017): Economia e diritto del terziario

L’efficacia del Customer Relationship Management nei mercati dei servizi tecnologici: il caso di una media impresa italiana

Submitted
novembre 15, 2017
Published
2017-12-04

Abstract

The effectiveness of CRM systems is still highly debated in management and marketing studies. The goal of this paper is to shed light on what the main factors and dimensions that affect the effectiveness of CRM systems are. Moreover the Authors are interested to investigate on what is the relationship between CRM adoption and expected performances. Methodologically, we refer to the use of a single case study for showing how CRM has been implemented, adopted and critically re-organized by a medium-sized b2b company. Our findings clearly show that CRM systems are strongly influenced by social as well as organizational dimensions which might or not might link to the complexity of the technology implemented. Moreover, the case shows that positive performances of CRM vary considerably depending on the attitudes and behaviours of the investigated users considered. The paper identifies future research avenues in the field of CRM in business-to-business markets.

References

  1. Alshawi, S., Miss, F., e Irani, Z., Organisational, Technical and Data Quality Factors in CRM Adoption – SME’s perspective, in «Industrial Marketing Management Journal», 2011, pp. 376-383.
  2. Avlonitis, G.J., e Panagapoulos, N.G., Antecedents and consequences of CRM technology acceptance in sales force, in «Industrial Marketing Management», 2005, pp. 355-368.
  3. Baraldi, E., La Rocca, A., e Perna, A., Intra- and Inter-organizational effects of a CRM system implementation, «Mercati e Competitività», 2013, pp. 13-34.
  4. Baraldi, E., When Information technologies faces resource interaction. Doctoral
  5. Thesis. Uppsala, Uppsala University, Business Studies Department, 2003.
  6. Berry, L.L., Relationship marketing, in Perspective on Services, a cura di L.L. Berry, G.L. Shostack, e G.D. Upah, Chicago, Marketing American Marketing Association, 1983.
  7. Boulding, W., Staelin, R., Ehret, M., e Johnston, W.J., A CRM roadmap: What we
  8. know, potential pitfalls, and where to go, in «Journal of Marketing», 2005, pp.
  9. -166.
  10. Bucic, T., Ngo, L.V., e Sinha, A., Improving the effectiveness of market-oriented
  11. organisation: Empirical evidence from an emerging economy, in «Australian Journal of Management», 2017, pp. 308-327.
  12. Bull, C., Strategic issues in customer relationship management (CRM) implementation, in «Business Process Management Journal», 2003, pp. 592-602.
  13. Cambra-Fierro, J.J., Centeno, E., Olavarria, A., e Vasquez-Carrasco, R., Success factors in a CRM strategy: technology is not all, in «Journal of Strategic Marketing », 2017, pp. 316-333.
  14. Chang, S.I., Hung, S.Y., Yen, D.C., e Lee, P.J., Critical factors of ERP Adoption for Small-and-Medium-Sized Enterprises: An Empirical Study, in «Journal of Global Information Management», 2010, pp. 82-106.
  15. Coughlan, P., e Coghlan, D. Action research for operation management, in «Internationa Journal of Operations & Production Management», 2002, pp. 230-240.
  16. Cunningham, M., e Turnbull, P.W., Inter-Organizational Personal Contact Patterns, in International Marketing and Purchasing of Industrial Goods: An Interaction Approach, a cura di H. Håkansson, Chichester, Wiley, 1982.
  17. Easton, G., Case research as a methodology for industrial networks; a realist apologia, Lancaster, 1995.
  18. Eisenhardt, K.M., e Graebner, M.E., Theory building from cases: opportunities and challenges, in «Academy of management journal», 2007, pp. 25-32.
  19. Elmuti, D., Jia, H., e Gray, D., Customer relationship management strategic application and organizational effectiveness: An empirical investigation, in «Journal of Strategic Marketing», 2009, pp. 75-96.
  20. Fiocca, R., Account Portfolio Analysis for Strategy Development, in «Industrial Marketing Management», 1982, pp. 53-62.
  21. Ford, D., The Development of Buyer‐Seller Relationships in Industrial Markets, in
  22. «European Journal of Marketing», 1980, pp. 339-353.
  23. Ford, D., e Håkansson, H., How should companies interact in business networks?, in «Journal of Business Research», 2002, pp. 133-139.
  24. Ford, D., e Rosson, P.J., The Relationship Betweeen Export Manufacturers and their Overseas Distributors, in Export Management: An International Context, a cura di M. Czinkota, New York, Praeger Publishers, 1982.
  25. Ford, D., Gadde, L.-E., Håkansson, H., e Snehota, I., The Business Marketing
  26. Course. Managing in Complex Networks, Chichester, Wiley, 2006.
  27. Ford, D., Gadde, L.-E., Håkansson, H., e Snehota, I., Managing Business Relationship, Third Edition, Chichester, John Wiley & Sons, 2011.
  28. Gadde, L.-E., Hjelmgren, D., e Skarp, F., Interactive resource development in new business relationship, in «Journal of Business Research», 2012, pp. 210-217.
  29. Garrido-Moreno, A., Lockett, N.J., e Morales, V., Paving the way for CRM success: the mediating role of knowledge management and organizational commitment, in «Information & Management», 2014, pp. 1031-1042.
  30. Gronroos, C., From Marketing Mix to Relationship Marketing: Towards a Paradigm
  31. Shift in Marketing. Management Decision, 1994, pp. 4-20.
  32. Gummesson, E., Lehtinen, U., e Gronroos, C., Nordic perspectives on relationship
  33. marketing, in «European Journal of Marketing», 1997, pp. 10-16.
  34. Härting, R.-C., Möhring, M., Schmidt, R., Reichstein, C., e Keller, B., What drives
  35. user to use CRM in a Public Cloud environment? – Insights from European Experts, Hawaii International Conference on System Sciences, 2016, pp. 3999-
  37. Håkansson, H., Ford, D., Gadde, L.-E., Snehota, I., e Waluszewski, A., Business in Networks, Chichester, John Wiley & Sons, 2009.
  38. Håkansson, H., e Snehota, I., Developing Relationships in Business Network, London, Routledge, 1995.
  39. Halinen, A., e Tornroos, J., Using case methods in the study of contemporary business networks, in «Journal of business research», 2005, pp. 1285-1297.
  40. Hillebrand, B., Nijholt, J.J., e Nijssen, E.J., Exploring CRM effectiveness: an institutional theory perspective, in «Journal of the Academy of Marketing Science», 2011, pp. 592-608.
  41. Kalaignanam, K., e Varadarajan, R., Offshore outsourcing of customer relationship management: conceptual model and propositions, in «Journal of the Academy of Marketing Science», 2012, pp. 347-363.
  42. La Rocca, A., Ford, D., e Snehota, I., Initial relationship development in new business ventures, in «Industrial Marketing Management», 2013, pp. 1025-1032.
  43. Lipiäinen, H., CRM in the digital age: implementation of CRM in three contemporary B2B firms, in «Journal of Systems and Information Technology», 71, 2015, 1, pp. 2-19.
  44. Payne, A., e Frow, P., A Strategic Framework for Customer Relationship Management, in «Journal of Marketing», 2005, pp. 167-176.
  45. Perna, A., L’implementazione del Customer Relationship Management in contesti
  46. Business-to-Business, Bologna, Esculapio, 2013.
  47. Perna, A., e Baraldi, E., CRM Systems in Industrial Companies: Intra- and Inter-
  48. Organizational Effects. Palgrave Macmillan, 2014.
  49. Runfola, A., Perna, A., Baraldi, E., e Gregori, G., The use of qualitative case studies in top business and management journals: A quantitative analysis of recent patterns, in «European Management Journal», 2016, pp. 1-12.
  50. Siggelkow, N., Persuasion with case studies, in «Academy of Management Journal», 2007, pp. 20-24.
  51. Snehota, I., Håkansson, H., Gadde, L.-E., e Ford, D., Managing Business Relationships, Chichester, Wiley, 2003.
  52. Stone, M., Woodcock, N., e Wilson, M., Managing the change from marketing planning to customer relationship management, in «Long Range Planning», 1996,
  53. pp. 675-683.
  54. Turnbull, P.W., e Zolkiewski, J.M., Profitability in Customer Portfolio Planning, in
  55. Understanding Business Markets, a cura di D. Ford, London, Dryden Press,
  57. Tzafilkou, K., Protogeros, N., e Yakinthos, C., End-user development of CRM system: towards a behavioural end-user profiling based on gender and expertise, in «International Journal of Electronic Businesses», 2015.
  58. Wongsansukcharoen, J., Trimetsoontorn, J., e Fongsuwan, W., Social CRM, RMO
  59. and business strategies affecting banking performance effectiveness in B2B context, in «Journal of Business & Industrial Marketing», 30, 2015, 6, pp. 742-760.
  60. Yin, R.K., Case study research: Design & Methods, Newbury Park, CA, Sage, 1994.
  61. Zablah, A.R., Bellenger, D.N., e Johnston, W.J., An evaluation of divergent perspectives on customer relationship management: Towards a common understanding of an emerging phenomenon, in «Industrial Marketing Management», 2004, pp. 475-489.