Integration of Knowledge Management in E-CRM: A Collaborative Study
Keywords:
CRM; Ecrm; Customer; Knowledge Management; Performance; Resource-Based View; Integration; Collaborative.
Abstract
The paper aims to present a collaborative study on Electronic Customer Relationship Management (eCRM) and Knowledge Management (KM) within four dimensions; technology, knowledge, customer and business based on Resource-based View Theory (RBV). With comprehensive knowledge about customer, SMEs organisations with web presence can provide more customised products and services to individual customers. Hence, the proposition of this paper is the success of e-CRM performance can be improved by interweaving knowledge management concept.
This approach is based on four models of CRM, eCRM and KM which are within four dimensions which are technology, knowledge, customer and business based on Resource-based View Theory (RBV). The study identified that CRM Development Stages Model and Balance Scorecard Perspective of eCRM Model provides better fit to the four resource dimensions which in turn can develop a KM-based eCRM model. This paper concludes that eCRM system designed to support KM must be linked closely to the ideas that within the domain of eCRM which can be decentralized and contextualized.This research had only focused exclusively on conceptual and models of past researches; a comprehensive user study, extensive performance and scalability testing is left for future work.A key contribution of this paper is the four models of CRM, eCRM and KM which are analyzed with the four dimensions i.e. technology, knowledge, customer and business based on Resource-based View Theory (RBV)
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References
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[34] Lopez-Nicolas, C. & Molina-Castillo, F.J. (2008) Customer Knowledge Management and E-commerce: The Role of Customer Perceived Risk. International Journal of Information Management, 28, 102-113.
[35] Lun, Z, Jinlin, L. & Yingying, W, (2008). Customer relationship management system framework design of Beijing Rural Commercial Bank, in IEEE International Conference on Service Operations and Logistics, and Informatics (SOLI), 97-101.
[36] Lu, Jane W., Beamish & Paul W. (2001). “The Internationalization and Performance of SMEs,” Strategic Management Journal, 22, 565-586.
[37] March, J. G., & Simon, H. A. (1958). Organizations. New York: John Wiley & Sons.
[38] Michael, W., & John, H., (2004). The Resource Based View and Information System Research: Review, Extension and Suggestion for Future Research, MIS Quarterly, 28(1), 107-142.
[39] Ngai, E.W.T, (2005). Customer relationship management research (1992-2002): An academic literature review and classification, Marketing Intelligence & Planning, 23(6), 582-605.
[40] Noor Raihan Ab Hamid, (2005). E-CRM: Are we there yet?, Journal of American Academy of Business, 6.
[41] Nonaka, I., & Takeuchi, H. (1995). The Knowledge-Creating Company. New York: Oxford University Press.
[42] Payne, A & Frow, P. (2006). Customer relationship management: from strategy to implementation, Journal of Marketing Management, 22 Nos ½, , 135-68
[43] Rajiv, K., & Sarv, D., (2003). Performance Impacts of Information Technology: Is Actual Usage the Missing Link, Management Science, 49(3), 273-289.
[44] Raphael, A., & Paul S.J.H, (1993). Strategic Assets and Organizational Rent, Strategic Management Journal, 14(1), 33-46.
[45] Rigby, D.Richheld, F, & Scheffer P, (2002). “Avoid the four perils of CRM” Harvard Business Review, February 101-110.
[46] Romano, N.C., & Fjermedestas, J., (2003). Electronic commerce customer relationship management: A research agenda, Information Technology and Management, 2/3, 233-258.
[47] Ross, J.W.Beath, C.M. & Goodhue, D.L, (1996). Developing long term competitiveness through IT assets, Sloan Management Review, 38(1), 31-42.
[48] Ronnie Ben Zion, Nava Pliskin & Lior Fink., (2014). Critical Success Factors For Adoption of Electronic Health Record Systems: Literature Review and Prescriptive Analysis, Information Systems Management, 31,296-312.
[49] Santhanam, R, & Hartono, (2003). E”Issues in linking information technology capability to firm performance”MIS Quarterly, 27(1), 125-153.
[50] Solaymani, S., Sohaili, K., & Yazdinejad, E. A. (2012). Adoption and use of e-commerce in SMEs. A case study. Electron. Commer. Res. 1, 249–263. doi: 10.1007/s10660-012-9096-6
[51] Stefanou, C., Sarmaniotis, C., & Stafyla, A., (2003). CRM and customer centric-knowledge management: an empirical research, Business Process Management Journal, 9(5), 617-634.
[52] Tae, H.P, Cheol, K.A. & Ingoo, H., (2005). The priority factor model for customer relationship management system success, Expert Systems with Application, 28(4), 641-654.
[53] Yan L, Chang–F.Z & Ying, W. C, (2006). Determinants of E-CRM in influencing Customer Satisfaction, 4099, Springer Berlin / Heidelberg.
[54] Zablah. A. R. Bellenger, D.N. & Johnston, W. J., (2004). Customer Relationship Management Implementation Gaps, Journal of Personal Selling & Sales Management, 24, 279-295.
[55] Zhang, G, Chen, Y. & Fu. C. (2006). A study on the relation between enterprise competitive advantage and CRM based on data mining in International Technology and Innovation Conference (ITIC 2006), 1710-1714.
[2] Barney, J., (1991). Firm Resources and Sustained Competitive Advantage, Journal of Management, 1799-120.
[3] Bharadwaj, A.S. (2000). A Resource Based Perspective on Information Technology Capability and Firm Performance: An Empirical Investigation, MIS Quarterly, 24(1), 169-196.
[4] Bose, R, & Sugumaran, V., (2003). Application of Knowledge Management Technology in Customer Relationship Management, Knowledge and Process Management, 10(1), 3-17.
[5] Burnell, L., Priest, J., & Durrett, (2004). Developing and Maintaining Knowledge Management System for Dynamic, Complex Domains. In J. Gupta and S. Sharma (Eds.), Creating Knowledge Based Organizations. London: IGP.
[6] Buttle, F. (2004). Customer relationship Management: Concepts and Tools: Oxford:Elsevier.
[7] Clark, H, Yunxuan, H. Han, S., Cheong, J. & Billy, B., (2005). E-relational Characteristics on Hospitality and Tourism Program Web Sites, Journal of Hospitality & Tourism Research, 29.
[8] Coltman, T. & Dolnicar, S., (2004). eCRM success and the value of managerial discretion, ANZMAC (CD), Conferance Proceedings of the Australian and New Zealand Marketing Academy, ,
[9] Coltman, T.R. (2007). “Why build a customer relationship management capability”?Journal of Strategic Information Systems, 16(3), 301-320.
[10] Dutta. S., Narasimhan, O., & Rajiv.,S, (2005). “Conceptulizing and measuring capabilities: Methodology and empirical application. Strategic Management Journal 26(3), 277-285.
[11] Dyche, J, (2003). The CRM Handbook: A Business Guide to Customer Relationship Management, Addison-Wesley, 2002.
[12] Garg, H., & Prahaled C.K., (1990). Strategic Intent, McKinsey Quartely, 36-61.
[13] Garcia, M., Munillo & Annabi, H., (2002). Customer Knowledge Management, Journal of Operational Research Society, 53(8), 875-888.
[14] Gefen, D. & Ridings, C.M, (2002). Implementation Team Responsiveness and User Evaluation of Customer Relationship Management: A Quasi –Experimental Design Study of Social Exchange Theory, Journal of Management Information System, 119, 47-69.
[15] Gebert, H., Geib, M., Kolbe, L & Brenner, W., (2003). Knowledge enabled customer relationship management and knowledge management concepts, Journal of Knowledge Management, 7(5), 107-123.
[16] Goldenberg, B. (2000). What is CRM? What is an e-customer? Why you need them now, in Proceedings of DCI Customer Relationship Management Conference, Boston, MA, 27-29 June.
[17] Grandon E.E. & Pearson J.M. (2004). Electronic commerce adoption: an empirical study of small and medium US Business. Information and management 42: 197-216.
[18] Guoquan, C., (2005). An organizational learning model based on Western and Chinese management thoughts and practise, Management Decision, 43(4).
[19] Gupta, J. N. D. & Sharma, S. K. (2004). “Creating knowledge based organizations”. Hershey, USA: IDEA Group Publishing.
[20] Hackbarth, G., (1998). The Impact of Organizational Memory on IT Systems, Paper presented at the Fourth Americas Conference on Information Systems,
[21] Harrigan, P. (2011). Conceptualising social CRM in SMEs. In Australian and New Zealand Marketing Association Conference. Australian and New Zealand Marketing Association Conference. Retrieved from http://eprints. soton.ac.uk/185425/1/ANZMAC_Paper_2011.doc
[22] Harrigan,P., Ramsey, E., & Ibbotson, P., (2010). Critical factor underpinning the e-CRM activities of SMEs. Journal of Marketing Management. 27(5-6), 503-529.
[23] Hasan, H & Tibbits, H.R, (2000). Strategic management of electronic commerce: an adaptation of the balance scorecard, Internet Research: Electronic Networking Applications and Policy, 10(5), 439-50.
[24] Jason, D., Vijay G., & Kenneth, L.K. (2003), Information Technology and Economic Performance: A Critical Review of the Empirical Evidence. ACM Computing Surveys. 35(1), 1.
[25] Jeong, Y.A, Serk, K.K & Kyung, S.H., (2003). On the Design Concepts for CRM System, Industrial Management & Data System, 103(5).
[26] Jennex, M.E, (2005). Productivity Impacts from Knowledge Management, Proc American Conference on Information System (AMCIS), Association for Information Systems.
[27] Jennex, M.E., (2008). Current issues in knowledge management. Information Science Reference, Hershey: New York,
[28] Kimiloglu, H. & Zarali, H., (2009). What signifies success in e-CRM, Marketing Intelligence and Planning, 27(2).
[29] Kotorov, R. (2003). Customer Relationship Management Strategic Lessons and Future Directions, Business Process Management Journal, 9,566-571.
[30] Krogh, V.G. (1998). Care in Knowledge Creation. California Management Review, 40(3), 133-153.
[31] Lee-Kelley, L. Gilbert, D, & Mannicom, R, (2003). How e-CRM can enhance customer loyalty, Marketing Intelligence & Planning, 21(4), 239-48.
[32] Lin, Y., Su, H., & Chien, S. (2006). A knowledge-enabled procedure for customer Relationship Management. Industrial Marketing Management Journal, 35.
[33] Louis, D. N., Perry, A., Reifenberger, G., von Deimling, A., Figarella-Branger, D., & Cavenee, W. K., (2016). The 2016 World Health Organization classification of tumors of the central nervous system: a summary. Acta Neuropathol. 131, 803–820. doi: 10.1007/s00401-016-1545-1
[34] Lopez-Nicolas, C. & Molina-Castillo, F.J. (2008) Customer Knowledge Management and E-commerce: The Role of Customer Perceived Risk. International Journal of Information Management, 28, 102-113.
[35] Lun, Z, Jinlin, L. & Yingying, W, (2008). Customer relationship management system framework design of Beijing Rural Commercial Bank, in IEEE International Conference on Service Operations and Logistics, and Informatics (SOLI), 97-101.
[36] Lu, Jane W., Beamish & Paul W. (2001). “The Internationalization and Performance of SMEs,” Strategic Management Journal, 22, 565-586.
[37] March, J. G., & Simon, H. A. (1958). Organizations. New York: John Wiley & Sons.
[38] Michael, W., & John, H., (2004). The Resource Based View and Information System Research: Review, Extension and Suggestion for Future Research, MIS Quarterly, 28(1), 107-142.
[39] Ngai, E.W.T, (2005). Customer relationship management research (1992-2002): An academic literature review and classification, Marketing Intelligence & Planning, 23(6), 582-605.
[40] Noor Raihan Ab Hamid, (2005). E-CRM: Are we there yet?, Journal of American Academy of Business, 6.
[41] Nonaka, I., & Takeuchi, H. (1995). The Knowledge-Creating Company. New York: Oxford University Press.
[42] Payne, A & Frow, P. (2006). Customer relationship management: from strategy to implementation, Journal of Marketing Management, 22 Nos ½, , 135-68
[43] Rajiv, K., & Sarv, D., (2003). Performance Impacts of Information Technology: Is Actual Usage the Missing Link, Management Science, 49(3), 273-289.
[44] Raphael, A., & Paul S.J.H, (1993). Strategic Assets and Organizational Rent, Strategic Management Journal, 14(1), 33-46.
[45] Rigby, D.Richheld, F, & Scheffer P, (2002). “Avoid the four perils of CRM” Harvard Business Review, February 101-110.
[46] Romano, N.C., & Fjermedestas, J., (2003). Electronic commerce customer relationship management: A research agenda, Information Technology and Management, 2/3, 233-258.
[47] Ross, J.W.Beath, C.M. & Goodhue, D.L, (1996). Developing long term competitiveness through IT assets, Sloan Management Review, 38(1), 31-42.
[48] Ronnie Ben Zion, Nava Pliskin & Lior Fink., (2014). Critical Success Factors For Adoption of Electronic Health Record Systems: Literature Review and Prescriptive Analysis, Information Systems Management, 31,296-312.
[49] Santhanam, R, & Hartono, (2003). E”Issues in linking information technology capability to firm performance”MIS Quarterly, 27(1), 125-153.
[50] Solaymani, S., Sohaili, K., & Yazdinejad, E. A. (2012). Adoption and use of e-commerce in SMEs. A case study. Electron. Commer. Res. 1, 249–263. doi: 10.1007/s10660-012-9096-6
[51] Stefanou, C., Sarmaniotis, C., & Stafyla, A., (2003). CRM and customer centric-knowledge management: an empirical research, Business Process Management Journal, 9(5), 617-634.
[52] Tae, H.P, Cheol, K.A. & Ingoo, H., (2005). The priority factor model for customer relationship management system success, Expert Systems with Application, 28(4), 641-654.
[53] Yan L, Chang–F.Z & Ying, W. C, (2006). Determinants of E-CRM in influencing Customer Satisfaction, 4099, Springer Berlin / Heidelberg.
[54] Zablah. A. R. Bellenger, D.N. & Johnston, W. J., (2004). Customer Relationship Management Implementation Gaps, Journal of Personal Selling & Sales Management, 24, 279-295.
[55] Zhang, G, Chen, Y. & Fu. C. (2006). A study on the relation between enterprise competitive advantage and CRM based on data mining in International Technology and Innovation Conference (ITIC 2006), 1710-1714.
Published
2019-06-08
How to Cite
Yousoof, F. B. B., & Jayaraman, K. (2019). Integration of Knowledge Management in E-CRM: A Collaborative Study. Journal of Progressive Research in Social Sciences, 9(1), 688-698. Retrieved from http://scitecresearch.com/journals/index.php/jprss/article/view/1736
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