E-CRM and managerial discretion

Citation data:

International Journal of e-Business Research, Vol: 3, Issue: 2, Page: 41-56

Publication Year:
2007
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Abstract Views 15
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Repository URL:
http://ro.uow.edu.au/era/775
Author(s):
Coltman, Tim; Dolnicar, Sara
Tags:
era2012
article description
Most sectors of industry, commerce, and government have reported variation in the performance payoff from electronic customer relationship management (e-CRM). In this paper we build on surprisingly sparse literature regarding the importance of managerial discretion to show that the heterogeneity of beliefs held by managers aboul e-CRM execution matter when explaining e-CRM success. Drawing on a data sample comprising 50 interviews and 293 survey responses we utilise segmentation techniques to identify significant differences in managerial beliefs and then associate these belief segments with e-CRM performance. Results indicate that (1) three distinct types of managers can be identified based on the heterogeneity of their e-CRM beliefs: mindfully optimistic, mindfully realistic and mindfully pessimistic; (2) that there is far less homogeneity at the individual firm level than is normally assumed in the literature; (3) that heterogeneity in managerial beliefs is systematically associated with organisational performance: and (4) these results serve to remind practitioners that e-CRM performance is dependent upon the right balance between managerial optimism and realism.