CRM influence on organisational performance — the moderating role of IT reliability

Abstract

Purpose. This article mainly aims to verify the role of IT reliability as the factor potentially strengthening the CRM influence on organisational performance and conclude whether the IT reliability is indeed an important factor shaping the CRM ability to generate value for an organisation. Methodology. The empirical research was conducted to verify the existence of such a relation. The research was carried out based on the survey performed among organisations, and the sample included 558 entities from Poland and 564 from Switzerland. The statistical analysis of the obtained results was carried out using regression analysis with the moderator. Results. The obtained models clearly show that IT reliability is a moderator of the relation between CRM time-of-use and the organisational performance. The theoretical contribution. The obtained results clearly confirm that the existing IT solutions should support CRM, and with such support, this management method is positively influencing the organisational performance. Such a conclusion seems to be an important contribution to the studied field of research, filling the research gap concerning the mechanism of IT support for CRM. It remains consistent with the views from the literature and contributes to their extension.

Keywords

• management
• customer relationship management
• it in an organisation
• it reliability
• organisational performance