INTEGRATION OF KNOWLEDGE MANAGEMENT IN eCRM: A COLLABORATIVE STUDY
Keywords:
eCRM, Knowledge management, Performance, Resource-based viewAbstract
Customer Relationship Management (CRM) plays an exceptional role in enhancing today’s business. Organisations with large number of customer base find CRM as vital solution to gain competitive advantage. Current climate of business suggests that advancement in Internet technology has accelerated CRM solution and support. The emergence of electronic CRM (eCRM) system arguably has improved organizational performance. Nevertheless, CRM capabilities can be further enhanced by examining the possibility of integrating knowledge management. Hence, the proposition of this paper is that the success of eCRM performance can be improved by interweaving knowledge management concept. The aim of this study is to fit in the selected KM and eCRM models within four dimensions based on Resource-based View Theory (RBV): technology, knowledge, customer and business. 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 KMbased eCRM model.
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References
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Bharadwaj, A.S. (2000). A Resource Based Perspective on Information Technology Capability and Firm Performance: An Empirical Investigation, MIS Quarterly, 24(1), 169‒196.
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Buttle, F. (2004). Customer relationship Management: Concepts and Tools. Oxford: Elsevier.
Chaffey, D. et al. (2003). Internet Marketing. London: Prentice-Hall.
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.
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.
Coltman, T.R. (2007). “Why build a customer relationship management capability”?, Journal of Strategic Information Systems, 16(3), 301‒320.
Danny, M., & Jamal, S. (1996). The Resource Based View of the Firm in two environments: The Hollywood Film Studios from 1936 to 1965, Academy of Management Journal, 39(3), 519‒543.
Davenport, T.H. and Marchand, D. (2001). Is KM Just Good Information Management?, Financial Times Limited, No. 04/25, 2.
Day, G.S (2000). Capabilities for Forging Customer Relationships. Cambridge, MA: Marketing Science Institute.
Dutta. S., Narasimhan, O., & Rajiv.,S. (2005). Conceptulizing and measuring capabilities: Methodology and empirical application. Strategic Management Journal, 26(3), 277‒285.
Dyche, J (2002). The CRM Handbook: A Business Guide to Customer Relationship Management. Place???: Addison-Wesley.
Garcia, M., Munillo & Annabi, H. (2002). Customer Knowledge Management, Journal of Operational Research Society, 53(8), 2002, 875‒888.
Garg, H., & Prahaled C.K. (1990). Strategic Intent, McKinsey Quartely, 36‒61.
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.
Gefen, D. and 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, Vol. 119, 47‒69.
Goldenberg, B. (2000). What is CRM? What is an e-customer? Why you need them now. Proceedings of DCI Customer Relationship Management Conference.
Grant, R.M. (1996). Toward a knowledge-based theory of the firm, Strategic Management Journal, 17, 109‒122.
Guoquan, C. (2005). An organizational learning model based on Western and Chinese management thoughts and practise, Management Decision, 43(4).
Gupta, J. N. D. & Sharma, S. K. (2004). Creating knowledge based organizations. Hershey: IDEA Group Publishing.
Hackbarth, G. (1998). The Impact of Organizational Memory on IT Systems, Paper presented at the Fourth Americas Conference on Information Systems.
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.
Henning Gebert, Malte Geib Lutz Kolbe and Walter Brenner (2003). Knowledge-enabled customer relationship management: integrating customer relationship management and knowledge management concepts, Journal of Knowledge Management, Vol. 7, No 5, 107‒123.
Injazz J. Chen, Karen Popovich. (2003). Understanding customer relationship management: People, Process and Technology, Business Process Management Journal, Vol. 9, No 5.
Jason, D., Vijay, G, & Kenneth, K., Information Technology and Economic Performance: A Critical Review of the Empirical Evidence, ACM Computing Surveys, 35(1), 1‒28.
Jaworski, B. J. & Kohli, A.K,.Market (1993). Orientation: Antecedent and Consequences, Journal of Marketing, 57(3).
Jayachandran, S. Sharma, S, Kaufman, P and Raman, P. (2005). The role of relational information processes and technology use in customer relationship management, Journal of Marketing, Vol. 69 No 4, pp17‒92.
Jennex, M.E (2005). Productivity Impacts from Knowledge Management, Proc American Conference on Information System(AMCIS), Association for Information Systems.
Jennex, M.E. (2008). Current issues in knowledge management. Information Science Reference. New York: Hershey.
Jeong, Y.A, Serk, K.K & Kyung, S.H. (2003). On the Design Concepts for CRM System, Industrial Management & Data System, 103(5).
Kework, Eleni, K, & Vrechopoulos, Adam, P. (2000). CRM literature: Conceptual and functional insights by keyword analysis, Marketing Intelligence and Planning, 27(1), 48‒85.
Kimiloglu, H. & Zarali, H. (2009). What signifies success in eCRM, Marketing Intelligence and Planning, 27(2).
Kotler, P (1991). Marketing Management: Analysis, Planning, Implementation, and Control. Englewood Cliffs, New Jersey: Prentice-Hall.
Kotorov, R. (2003). Customer Relationship Management Strategic Lessons and Future Directions, Business Process Management Journal, vol 9, pp 566‒571.
Krogh, V.G.(1998). Care in Knowledge Creation. California Management Review, 40(3), 133‒153.
Laurence, C., & John, H. (1999). Redeployment of Brands, Sales Force and General Marketing Management Experts Following Horizontal Acquisitive: A Resource Based View, Journal of Marketing, 63(2), 41‒54.
Lee-Kelley, L. Gilbert, D, & Mannicom, R (2003). How eCRM can enhance customer loyalty, Marketing Intelligence & Planning, 21(4), 239‒48.
Levitt, T (1960). Marketing Myopia, Harvard Business Review, 38(4), 45‒56.
Lopez, C., Nicholas, F.J & Castillo, M.(2008). Information Management, 28.
Lun, Z, Jinlin, L. and 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), pp 97‒101.
Mahoney, J.T & Pandian, J.R (1992). The resource based view within the conversation of strategic management, Strategic Managemnt Journal, 13, 1992, 363‒380.
March, J. G., & Simon, H. A. (1958). Organizations. New York: John Wiley & Sons.
McGrath, M., & Gilmore, D. (1995). Achieving growth competitive advantage and increased profits, World Class Design to Manufacture, 2(6).
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.
Ngai, E.W.T (2005). Customer relationship management research (1992-2002): An academic literature review and classification, Marketing Intelligence & Planning, 23(6), 582‒605.
Nonaka, I., & Takeuchi, H. (1995). The Knowledge-Creating Company. New York: Oxford University Press.
Noor Raihan Ab Hamid (2005). eCRM: Are we there yet?, Journal of American Academy of Business, Vol 6.
Payne, A and Frow, P. (2006). Customer relationship management: from strategy to implementation, Journal of Marketing Management, Vol. 22. Englewood Cliffs:Prentice Hall.
Rajiv, K., & Sarv, D. (2003). Performance Impacts of Information Technology: Is Actual Usage the Missing Link, Management Science, 49(3), 273‒289.
Raphael, A., & Paul S.J.H (1993). Strategic Assets and Organizational Rent, Strategic Management Journal, 14(1), 33‒46.
Rigby, D.Richheld, F, & Scheffer P (2002). Avoid the four perils of CRM, Harvard Business Review, February, 101‒110.
Romano, N.C., & Fjermedestas, J. (2003). Electronic commerce customer relationship management: A research agenda, Information Technology and Management, 2/3, 233‒258.
Ross, J.W.Beath, C.M. & Goodhue, D.L. (1996). Developing long term competitiveness through IT assets, Sloan Management Review, 38(1), 31‒42.
Santhanam, R, & Hartono (2003). e-Issues in linking information technology capability to firm performance, MIS Quarterly, 27(1), 125‒153.
Stefanou, C., Sarmaniotis, C., Stafyla, A. (2003). CRM and customer centric-knowledge management: an empirical research, Business Process Management Journal, 9(5), 617‒634.
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.
Tan., Yen, D.C. and Fang, X. (2002). Internet integrated customer relationship management: a key success factor for companies in the e-commerce arena, The Journal of Computer Information Systems, Vol. 42 No. 3, pp 77.
Webster, F.E .Jr. (1988). Rediscovering the marketing concept, Business Horizons, 31(3), 29‒39.
Ya,n L, Chang–F.Z &Ying, W. C (2006). Determinants of e-CRM in influencing Customer Satisfaction, 4099/2006, Springer Berlin/Heidelberg.
Yin, C.L, Hwan, Y.S. & Shihen, C. (2006). A knowledge-enabled procedure for customer relationship management, Industrial Marketing Management, 35, 446‒456.
Zablah. A. R. Bellenger, D.N. and Johnston, W. J. (2004). Customer Relationship Management Implementation Gaps, Journal of Personal Selling & Sales Management, Vol 24, pp 279‒295.
Zhang, G, Chen, Y. and 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), pp 1710‒1714.
Alavi, M., & Leidner D (2001). Knowledge management and knowledge management systems: Conceptual foundation and research issues, MIS Quarterly, Vol. 25(1), 117‒136.
Anton, J. (1996). Customer relationship management: Making hard decision with soft numbers. Englewood Cliffs. New Jersey: Prentice Hall.
Barney, J. (1991). Firm Resources and Sustained Competitive Advantage, Journal of Management, 17, 99‒120.
Bharadwaj, A.S. (2000). A Resource Based Perspective on Information Technology Capability and Firm Performance: An Empirical Investigation, MIS Quarterly, 24(1), 169‒196.
Bose, R, & Sugumaran, V. (2003). Application of Knowledge Management Technology in Customer Relationship Management, Knowledge and Process Management, 10(1), 3‒17.
Burnell, L., Priest, J., & Durrett, J. (2004). Developing and Maintaining Knowledge Management System for Dynamic, Complex Domains. In J. Gupta & S. Sharma (Eds.), Creating Knowledge Based Organizations. London: IGP.
Buttle, F. (2004). Customer relationship Management: Concepts and Tools. Oxford: Elsevier.
Chaffey, D. et al. (2003). Internet Marketing. London: Prentice-Hall.
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.
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.
Coltman, T.R. (2007). “Why build a customer relationship management capability”?, Journal of Strategic Information Systems, 16(3), 301‒320.
Danny, M., & Jamal, S. (1996). The Resource Based View of the Firm in two environments: The Hollywood Film Studios from 1936 to 1965, Academy of Management Journal, 39(3), 519‒543.
Davenport, T.H. and Marchand, D. (2001). Is KM Just Good Information Management?, Financial Times Limited, No. 04/25, 2.
Day, G.S (2000). Capabilities for Forging Customer Relationships. Cambridge, MA: Marketing Science Institute.
Dutta. S., Narasimhan, O., & Rajiv.,S. (2005). Conceptulizing and measuring capabilities: Methodology and empirical application. Strategic Management Journal, 26(3), 277‒285.
Dyche, J (2002). The CRM Handbook: A Business Guide to Customer Relationship Management. Place???: Addison-Wesley.
Garcia, M., Munillo & Annabi, H. (2002). Customer Knowledge Management, Journal of Operational Research Society, 53(8), 2002, 875‒888.
Garg, H., & Prahaled C.K. (1990). Strategic Intent, McKinsey Quartely, 36‒61.
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.
Gefen, D. and 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, Vol. 119, 47‒69.
Goldenberg, B. (2000). What is CRM? What is an e-customer? Why you need them now. Proceedings of DCI Customer Relationship Management Conference.
Grant, R.M. (1996). Toward a knowledge-based theory of the firm, Strategic Management Journal, 17, 109‒122.
Guoquan, C. (2005). An organizational learning model based on Western and Chinese management thoughts and practise, Management Decision, 43(4).
Gupta, J. N. D. & Sharma, S. K. (2004). Creating knowledge based organizations. Hershey: IDEA Group Publishing.
Hackbarth, G. (1998). The Impact of Organizational Memory on IT Systems, Paper presented at the Fourth Americas Conference on Information Systems.
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.
Henning Gebert, Malte Geib Lutz Kolbe and Walter Brenner (2003). Knowledge-enabled customer relationship management: integrating customer relationship management and knowledge management concepts, Journal of Knowledge Management, Vol. 7, No 5, 107‒123.
Injazz J. Chen, Karen Popovich. (2003). Understanding customer relationship management: People, Process and Technology, Business Process Management Journal, Vol. 9, No 5.
Jason, D., Vijay, G, & Kenneth, K., Information Technology and Economic Performance: A Critical Review of the Empirical Evidence, ACM Computing Surveys, 35(1), 1‒28.
Jaworski, B. J. & Kohli, A.K,.Market (1993). Orientation: Antecedent and Consequences, Journal of Marketing, 57(3).
Jayachandran, S. Sharma, S, Kaufman, P and Raman, P. (2005). The role of relational information processes and technology use in customer relationship management, Journal of Marketing, Vol. 69 No 4, pp17‒92.
Jennex, M.E (2005). Productivity Impacts from Knowledge Management, Proc American Conference on Information System(AMCIS), Association for Information Systems.
Jennex, M.E. (2008). Current issues in knowledge management. Information Science Reference. New York: Hershey.
Jeong, Y.A, Serk, K.K & Kyung, S.H. (2003). On the Design Concepts for CRM System, Industrial Management & Data System, 103(5).
Kework, Eleni, K, & Vrechopoulos, Adam, P. (2000). CRM literature: Conceptual and functional insights by keyword analysis, Marketing Intelligence and Planning, 27(1), 48‒85.
Kimiloglu, H. & Zarali, H. (2009). What signifies success in eCRM, Marketing Intelligence and Planning, 27(2).
Kotler, P (1991). Marketing Management: Analysis, Planning, Implementation, and Control. Englewood Cliffs, New Jersey: Prentice-Hall.
Kotorov, R. (2003). Customer Relationship Management Strategic Lessons and Future Directions, Business Process Management Journal, vol 9, pp 566‒571.
Krogh, V.G.(1998). Care in Knowledge Creation. California Management Review, 40(3), 133‒153.
Laurence, C., & John, H. (1999). Redeployment of Brands, Sales Force and General Marketing Management Experts Following Horizontal Acquisitive: A Resource Based View, Journal of Marketing, 63(2), 41‒54.
Lee-Kelley, L. Gilbert, D, & Mannicom, R (2003). How eCRM can enhance customer loyalty, Marketing Intelligence & Planning, 21(4), 239‒48.
Levitt, T (1960). Marketing Myopia, Harvard Business Review, 38(4), 45‒56.
Lopez, C., Nicholas, F.J & Castillo, M.(2008). Information Management, 28.
Lun, Z, Jinlin, L. and 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), pp 97‒101.
Mahoney, J.T & Pandian, J.R (1992). The resource based view within the conversation of strategic management, Strategic Managemnt Journal, 13, 1992, 363‒380.
March, J. G., & Simon, H. A. (1958). Organizations. New York: John Wiley & Sons.
McGrath, M., & Gilmore, D. (1995). Achieving growth competitive advantage and increased profits, World Class Design to Manufacture, 2(6).
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.
Ngai, E.W.T (2005). Customer relationship management research (1992-2002): An academic literature review and classification, Marketing Intelligence & Planning, 23(6), 582‒605.
Nonaka, I., & Takeuchi, H. (1995). The Knowledge-Creating Company. New York: Oxford University Press.
Noor Raihan Ab Hamid (2005). eCRM: Are we there yet?, Journal of American Academy of Business, Vol 6.
Payne, A and Frow, P. (2006). Customer relationship management: from strategy to implementation, Journal of Marketing Management, Vol. 22. Englewood Cliffs:Prentice Hall.
Rajiv, K., & Sarv, D. (2003). Performance Impacts of Information Technology: Is Actual Usage the Missing Link, Management Science, 49(3), 273‒289.
Raphael, A., & Paul S.J.H (1993). Strategic Assets and Organizational Rent, Strategic Management Journal, 14(1), 33‒46.
Rigby, D.Richheld, F, & Scheffer P (2002). Avoid the four perils of CRM, Harvard Business Review, February, 101‒110.
Romano, N.C., & Fjermedestas, J. (2003). Electronic commerce customer relationship management: A research agenda, Information Technology and Management, 2/3, 233‒258.
Ross, J.W.Beath, C.M. & Goodhue, D.L. (1996). Developing long term competitiveness through IT assets, Sloan Management Review, 38(1), 31‒42.
Santhanam, R, & Hartono (2003). e-Issues in linking information technology capability to firm performance, MIS Quarterly, 27(1), 125‒153.
Stefanou, C., Sarmaniotis, C., Stafyla, A. (2003). CRM and customer centric-knowledge management: an empirical research, Business Process Management Journal, 9(5), 617‒634.
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.
Tan., Yen, D.C. and Fang, X. (2002). Internet integrated customer relationship management: a key success factor for companies in the e-commerce arena, The Journal of Computer Information Systems, Vol. 42 No. 3, pp 77.
Webster, F.E .Jr. (1988). Rediscovering the marketing concept, Business Horizons, 31(3), 29‒39.
Ya,n L, Chang–F.Z &Ying, W. C (2006). Determinants of e-CRM in influencing Customer Satisfaction, 4099/2006, Springer Berlin/Heidelberg.
Yin, C.L, Hwan, Y.S. & Shihen, C. (2006). A knowledge-enabled procedure for customer relationship management, Industrial Marketing Management, 35, 446‒456.
Zablah. A. R. Bellenger, D.N. and Johnston, W. J. (2004). Customer Relationship Management Implementation Gaps, Journal of Personal Selling & Sales Management, Vol 24, pp 279‒295.
Zhang, G, Chen, Y. and 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), pp 1710‒1714.
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Published
2019-03-06
How to Cite
Dorasamy, M., Jayashree, S., & Bhanu, F. (2019). INTEGRATION OF KNOWLEDGE MANAGEMENT IN eCRM: A COLLABORATIVE STUDY. Journal of Contemporary Issues and Thought, 3, 53–66. Retrieved from https://ojs.upsi.edu.my/index.php/JCIT/article/view/976
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