An Assessment of the Theory Underpinning the Role of Information Quality in the Single-Loop Decision Making Model

This paper offers comments on the single-loop decision-making model. The underpinning theoretical bases of such a model are assessed. The role of information quality is hypothesized in relation to customer relationship management decision making in the context of a data warehouse. The importance of learning aspects of decision making is explained. A focus group was set up in order to (1) validate the importance of our research problem from a management perspective (i.e. the interest of practitioners), (2) test the single-loop decision making model parsimony, and (3) get some clues about the potential constructs that would be of relevance in assessing decision performance. The results of this preliminary study support the single-loop decision-making model as a suitable framework for CRM decision making. Specific recommendations are made for further work on this piece of research.