How Critical is Employee Orientation for Customer Relationship Management? Insights from a Case Study |
| |
| Authors: | Emmanuella Plakoyiannaki Nikolaos Tzokas Pavlos Dimitratos Michael Saren |
| |
| Institution: | Aristotle's University;;University of East Anglia;;Athens University of Economics and Business, and University of Glasgow;;University of Leicester |
| |
| Abstract: | abstract This paper explores the interface of employee orientation and the Customer Relationship Management (CRM) process based on an in-depth case study of a leading firm in the UK automotive services sector. Employee orientation is embedded in the Organizational Culture (OC) of the firm and manifested through its key elements, notably assumptions, values, behaviours and artefacts. CRM consists of four organizational activities: strategic planning, information, value creation, and performance measurement sub-processes. Based on the case study evidence, the widely postulated link between CRM success and employee orientation is empirically supported and the mechanisms underlying this association elucidated. |
| |
| Keywords: | |
|
|
