How critical is employee orientation for customer relationship management? Insights from a case study

Plakoyiannaki, E., Tzokas, N., Dimitratos, P. and Saren, M. (2008) How critical is employee orientation for customer relationship management? Insights from a case study. Journal of Management Studies, 45(2), pp. 268-293. (doi:10.1111/j.1467-6486.2007.00740.x)

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Abstract

This paper explores the interface of employee orientation and the Customer Relationship Management (CRM) process based on an in-depth case study of a leading firm in the UK automotive services sector. Employee orientation is embedded in the Organizational Culture (OC) of the firm and manifested through its key elements, notably assumptions, values, behaviours and artefacts. CRM consists of four organizational activities: strategic planning, information, value creation, and performance measurement sub-processes. Based on the case study evidence, the widely postulated link between CRM success and employee orientation is empirically supported and the mechanisms underlying this association elucidated.

Item Type:Articles
Status:Published
Refereed:Yes
Glasgow Author(s) Enlighten ID:Dimitratos, Professor Pavlos
Authors: Plakoyiannaki, E., Tzokas, N., Dimitratos, P., and Saren, M.
Subjects:H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
College/School:College of Social Sciences > Adam Smith Business School > Management
Journal Name:Journal of Management Studies
ISSN:0022-2380
ISSN (Online):1467-6486
Published Online:14 November 2007

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