An Examination of the Effects of Information and Communication Technology on Customer Relationship Management and Customer Lock-In
نویسندگان
چکیده
Many businesses have turned to customer relationship management (CRM) to strategically position themselves in electronic marketplaces with information and communication technologies (ICT). With greater emphasis placed on the application of technology, does the infusion of ICT influence a business’ ability to retain its customers? This study examined the relationships among three CRM elements benefiting from ICT, CRM performance, partnership quality, and customer lock-in. The results suggest that the three elements have positive relationships with CRM performance and partnership quality. However, only positive relationships exist between CRM performance and customer lock-in. None exists between partnership quality and customer lock-in. The findings further suggest that CRM performance mediates the effects of the CRM elements on customer lock-in.
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