Impact of Electronic Commerce Customer Relationship Management on Corporate Success - Results from an Empirical Investigation
36th Annual Hawaii International Conference on System Sciences, 2003. Proceedings of the (2003)
Big Island, Hawaii
Jan. 6, 2003 to Jan. 9, 2003
Nils Madeja , WHU
Detlef Schoder , WHU
In this contribution, we study companies engaging in B2C-E-Commerce and their ability to manage the relationship with their customers. We refer to this as companies? ECCRM-capability and examine its determinants and the impact that all of these factors have on corporate success in E-Business. We construct a covariance structure- (or LISREL-) model for testing our research hypotheses on a subset of 224 cases from a representative survey of 1,308 general companies. We find that companies? ECCRM-capability largely relies on data collection and -aggregation as well as managerial competence in planning and implementing these measures. We obtain no evidence that companies? ECCRM-capability increases their success. While collecting customer data proves to be a strong driver for success, aggregating and condensing this data appears to degrade corporate performance.
N. Madeja and D. Schoder, "Impact of Electronic Commerce Customer Relationship Management on Corporate Success - Results from an Empirical Investigation," 36th Annual Hawaii International Conference on System Sciences, 2003. Proceedings of the(HICSS), Big Island, Hawaii, 2003, pp. 181b.