Customer-Based Performance on Customer Relationship Management: The Role of Customer Relational Information Process

Purpose: Customer relationship management (CRM) is an important tool to achieve marketing strategy for firms. This study investigated the influence of completeness of CRM relational information processes on customer-based performance. Besides, interaction orientation and CRM system readiness were adopted as moderators on the relationship between CRM relational information processes and customer-based performance. Design/methodology/approach: Both qualitative and quantitative approaches were applied in this study. Findings: The results revealed that completeness of CRM relational information processes indirectly and positively affects customer-based profit performance through customer-based relational performance. The implication and suggestion for managers were also discussed. Originality/value: This study showed that well-built information processes strengthen customer-based relational performance. Moreover, managers should thoroughly strengthen customer-based relational performance to promote the customer-based profit performance. Finally, managers should build appropriate CRM technology systems and create complete rules, rewards and mechanisms to meet the developmental level of the CRM relational information processes and further promote customer-based performance