Industrial Organization and Customer Relationship Management: The Impact on Customer Service Orientation in B-to-B Markets

Despite the widespread adoption of customer relationship management (CRM) systems by firms operating in business-to-business markets, there is continued management skepticism concerning the effectiveness of these systems and their association with the firm's overall “customer information orientation.” The research focuses on these topics by looking at the relationship of customer relationship management with overall firm performance in B-to-B settings across a range of traditional business performance measures. The researchers use an advanced statistical approach to determine the key variables for activating the model constructs The findings of the research provide support for the result that a firm's customer orientation is indeed associated with relationships management system implementation in a firm.