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The Impact of CRM on Firm- andRelationship-Level Performance in Distributed Networks

机译：CRM对分布式网络中公司和关系级绩效的影响

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This paper develops and empirically tests a model to evaluate a manufacturer's strategy which provides customer relationship management (CRM) technology to its exclusive retailers. The impact of the strategy on manufacturer-retailer relationship quality is also examined. The research objectives are (1) to identify and test factors that promote active implementation of CRM technology among small retail organizations; (2) to determine whether our expanded concept of CRM implementation that integrates customer information management activities and relationship marketing activities explains CRM performance better; and (3) to investigate whether a manufacturer's support contributes to manufacturer-retailer relationship quality. Statistical analysis shows that the model provides an adequate fit to the data. The retailer's perception of the importance of customer information, manufacturer support, and trade area competitiveness significantly impacts the intensity of CRM implementation by small retailers. CRM implementation intensity positively influences the performance outcomes of CRM, which in turn greatly improves the quality of the manufacturer-retailer relationship. Different from our expectation, supporting retailers with CRM technology did not directly impact the manufacturer-retailer relationship quality. The ease of use of the CRM system also did not influence CRM implementation intensity significantly. The implications of these results and their importance for successful CRM implementation are discussed.
机译：本文开发并通过经验测试模型来评估制造商的策略，该策略可为其独家零售商提供客户关系管理（CRM）技术。还研究了该策略对制造商与零售商之间关系质量的影响。研究目标是（1）识别和测试促进小型零售组织积极实施CRM技术的因素; （2）确定我们结合客户信息管理活动和关系营销活动的CRM实施扩展概念能否更好地说明CRM的绩效; （3）调查制造商的支持是否有助于制造商与零售商之间的关系质量。统计分析表明该模型对数据提供了足够的拟合度。零售商对客户信息，制造商支持和贸易区竞争力的重要性的认识极大地影响了小型零售商实施CRM的强度。 CRM实施强度会积极影响CRM的绩效结果，从而极大地提高了制造商与零售商之间关系的质量。与我们的预期不同，使用CRM技术支持零售商并没有直接影响制造商与零售商之间的关系质量。 CRM系统的易用性也没有显着影响CRM实施强度。讨论了这些结果的含义及其对成功实施CRM的重要性。

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