How does CRM technology transform into organizational performance? A mediating role of marketing capability☆

@inproceedings{Chang2010HowDC,
  title={How does CRM technology transform into organizational performance? A mediating role of marketing capability☆},
  author={Williamson B. C. Chang and Jeong Eun “John” Park and Seoil Chaiy},
  year={2010}
}
a r t i c l e i n f o Keywords: CRM technology use Marketing capability Customer-centric organizational culture Customer-centric management system Customer relationship management (CRM) technology has attracted significant attention from researchers and practitioners as a facilitator of organizational performance. Even though companies have made tremendous investments in CRM technology, empirical research offers inconsistent support that CRM technology enhances organizational performance. Given… CONTINUE READING
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