Presentation Details

The Fourth International Conference on Knowledge, Culture and Change in Organisations

The Effects of Customer Relationship Management on Customer Loyalty in the Small to Medium-Sized Enterprise Environment in the United States

Dr Assion Lawson-Body, Dr. Fred Shirazi.


The potential of information technology supported customer relationship management as a source of competitive strategic advantage has received much attention in the information systems literature. However, evidence in some early research indicates that this potential may not be as manifest in small and medium-size enterprises (SMEs) as a number of authors have suggested. SMEs appear to have difficulty achieving the hypothesized benefits of information technology supported customer relationship management.

This study is a theoretically-justified empirical examination of the effects of information technology supported customer relationship management (CRM) on the customer to SME loyalty construct. A datatset representing 224 United States SMEs was gathered. The results of analysis indicate that technology support of CRM in the form of web-based systems has a negative effect on the relationship between the contructs of Personalization and on customer loyalty while web-based systems positively affect the the relationship between the partnership and relathions constructs and customer loyalty.

Presenters

Dr Assion Lawson-Body  (United States)


University of North Dakota



Dr. Fred Shirazi  (United States)
Assistant Professor
Department of Information Systems and Business Education
University of North Dakota


Keywords
  • Customer Relationship Management, Small and Medium-Sized Enterprises, E-commerce
  • Loyalty
  • Internet’s web contents



(30 min. Conference Paper, English)