Exploring the Importance of Knowledge Management for CRM Success
After reporting a literature review on Customer
Relationship Management (CRM) and knowledge management, some
important issued arise, in particular related to the lack of success of
CRM strategies implementation. The paper contributes to this
proposing an integrated model of CRM success taking into account
complementary factors such as organizational factors, technology,
knowledge management and customer orientation.
[1] C. Grönroos, "From Marketing Mix to Relationship Marketing: Towards
a Paradigm Shift in Marketing", Management Decision, vol. 32, no 2,
pp. 4-20, 1994.
[2] M. Xu, and J. Walton, "Gaining customer knowledge through analytical
CRM", Industrial Management + Data Systems, vol. 105, no 7, pp. 955-
972, 2005.
[3] H. Gebert, M. Geib, L. Kolbe, and W. Brenner, "Knowledge-enabled
customer relationship management: integrating customer relationship
management and knowledge management concepts", Journal of
Knowledge Management, vol. 7, no 5, pp. 107-123, 2003.
[4] A. Croteau, and P. Li "Critical Success Factors of CRM Technological
Initiatives", Canadian Journal of Administrative Sciences, vol. 20, no 1,
pp.21-34, 2003.
[5] D. Rigby, F. Reichheld, and P. Schefter, "Avoid the Four Perils of
CRM", Harvard Business Review, vol. 80, no 2, pp. 101-109, 2002.
[6] J. Rowley, "Eight questions for customer knowledge management in ebusiness",
Journal of Knowledge Management, vol. 6, no 5, pp. 500-
511, 2002.
[7] M. P. Salmador, and E. Bueno, "Knowledege creation in strategymaking:
implications for theory and practice", European Journal of
Innovation Management, vol. 10, no 3, pp. 1460-1060, 2007.
[8] R.P. Beijerse, "Questions in knowledge management: defining and
conceptualising a phenomenon", Journal of Knowledge Management,
vol. 3, no 2, pp. 94-109, 1999.
[9] E. Bueno, and M.P. Salmador, "Knowledge management in the
emerging strategic business process: information, complexity and
imagination", Journal of Knowledge Management, vol. 7, no 2, pp. 5-17,
2003.
[10] I. Nonaka, and H. Takeuchi, The Knowledge creating company. How
japanese companies create the dynamics of innovation, Oxford:
University Press, 1995.
[11] M. Li, and F. Gao; "Why Nonaka highlights tacit knowledge: a tacit
knowledge", Journal of Knowledge Management, vol. 7, no 4, pp. 6-14,
2003.
[12] P. Drucker, Postcapitalist Society: Harper Business, New York, NY,
1993.
[13] J.C. Spender, "Making knowledge the basis of a dynamic theory of the
firm", Strategic Management Journal, vol. 17, pp. 45-62, 1996.
[14] A. Parvatiyar, and J.N. Sheth, "Customer Relationship Management:
Emerging Practice, Process, and Discipline", Journal of Economic and
Social Research, vol. 3, no 2, pp. 1-34, 2001.
[15] L. Paas, and T. Kuijlen, "Towards a general definition of customer
relationship management", Journal of Database Marketing, vol. 9, no 1,
pp. 51-60, 2001.
[16] E. Plakoyiannaki, and N. Tzokas, "Customer Relationship Management:
A capabilities portfolio perspective", Journal of Database Management,
vol. 9, no 3, pp. 228-238, 2002.
[17] A.R. Zablah, D.N. Bellenger, and W.J. Johnston, "An evaluation of
divergent perspectives on customer relationship management: Towards a
common understanding of an emerging phenomenon", Industrial
Marketing Management, vol. 33, pp. 475-489, 2004.
[18] V.W.T. Ngai, "Customer relationship management research (1992-
2002). An academic literature review and classification", Marketing
Intelligence and Planning, vol. 23, no 6, pp.582-605, 2005.
[19] N. Romano, and J. Fjermestad, "Electronic Commerce Customer
Relationship Management : A Research Agenda", Information
Technology and Management, vol. 4, pp. 233-258, 2003.
[20] S. Hart, G. Hogg, and M. Banerjee, "Does the level of experience have
an effect on CRM programs? Exploratory research findings", Industrial
Marketing Management, vol. 33, pp. 549-560, 2004.
[21] L.Y.M. Sin, A.C.B. Tse, and F.H.K. Yim, "CRM conceptualization and
scale development", European Journal of Marketing, vol. 39, nº 11/12,
pp. 1264-1290, 2005.
[22] T.H. Roh, C.K. Ahn, and I. Han, "The priority factor model for customer
relationship management system success", Expert Systems with
Applications, vol. 28, pp. 641-654, 2005.
[23] M. Dous, L. Kolbe, H. Salomann, and W. Brenner, "Knowledge
Management Capabilities in CRM: Making Knowledge For, From and
About Customers Work", Proceedings of the Eleventh Americas
Conference on Information Systems, Omaha, NE, USA, pp. 167-178,
2005.
[24] P. Lambe, (2008, March): Knowledge-Based CRM: A Map. Available:
http://www.greenchameleon.com/thoughtpieces/kcrm.pdf.
[25] A. Bueren, R. Schierholz, L.M. Kolbe, and W. Brenner, "Improving
performance of customer-processes with knowledge management",
Business Process Management Journal, vol. 11, no 5, pp. 573-588, 2005.
[26] C.J. Stefanou, C. Sarmaniotis, and A. Stafyla, "CRM and customercentric
knowledge management: an empirical research". Business
Process Management Journal, vol. 9, no 5, pp. 617-634, 2003.
[27] A. Croteau, and P. Li "Critical Success Factors of CRM Technological
Initiatives", Canadian Journal of Administrative Sciences, vol. 20, no 1,
pp.21-34, 2003.
[28] J. Shi, and L. Yip, "Driving Innovation and Improving Employee
Capability: The Effect of Customer Knowledge Sharing on CRM", The
Business Review, vol. 7, no 1, pp. 107-112, 2007.
[29] T.H. Davenport, and L. Prusak, Working Knowledge, Harvard Business
School Press: Boston, MA, 1998.
[30] E. T. Penrose, The theory of the growth of the firm, Villey: New York,
1959.
[31] B. Wernerfelt, "A resource-based view of the firm", Strategic
Management Journal, vol. 5, pp. 171-180, 1984.
[32] R. Bose, and V. Sugumaran, "Application of Knowledge Management
technology in Customer Relationship Management", Knowledge and
Process Management, vol. 10, no 1, pp. 3-17, 2003.
[33] A. Tiwana, The essential guide to knowledge management, ebusiness
and CRM applications. Prentice-Hall: Upper Saddle River, NJ, 2001.
[34] H.F. Lin, and G.G. Lee, "Impact of organizational learning and
knowledge management factors on e-business adoption", Management
Decision, vol. 43, no 2, pp. 171-188, 2005.
[35] R.P. Kotorov, "Ubiquituos organization: organizational design for e-
CRM", Business Process Management Journal, vol. 8, no 3, pp. 218-
232, 2002.
[36] L.E. Mendoza, A. Marius, M. Perez, and A.C. Griman, "Critical success
factors for a customer relationship management strategy", Information
and Software Technology, vol. 49, pp. 913-945., 2007.
[37] P. Racherla, and C. Hu, "Knowledge Management for an effective CRM
system". Paper presented at the Ph.D. Research Workshop for the 13th
International Conference (ENTER 2006 - Information and
communication technologies in tourism 2006) on Information
Technology and Travel & Tourism, January 17, Lausanne, Switzerland,
2006.
[38] R. Chalmeta, "Methodology for customer relationship management",
The Journal of Systems and Software, vol. 79, pp.1015-1024, 2006.
[39] J.C. Narver, and F.S. Slater, "The Effect of a Market Orientation on
Business Profitability", Journal of Marketing, vol. 54, no 4, pp. 20-35,
1990.
[40] R.V. Bentum, and M. Stone, "Customer relationship management and
the impact of corporate culture -a European study", Journal of Database
Marketing & Customer Strategy Management, vol. 13, no 1, pp. 28-54,
2005.
[41] J. Bang, "Understanding customer relationship management from
manager-s and customer-s perspective: exploring the implications of
CRM fit, market orientation, and market knowledge competence",
Doctoral Thesis, University of Rhode Island, 2005.
[42] L. Ryals, and S. Knox, "Cross- Functional Issues on the Implementation
of Relationship Marketing Through Customer Relationship
Management", European Management Journal, vol. 19, no 5, pp. 534-
542, 2001.
[43] T.M. Chang, L.L. Liao, and W.F. Hsiao, "An Empirical Study of the e-
CRM Performance Influence Model for Service Sectors in Taiwan".
Proceedings of the 2005 IEEE International Conference on e-
Technology, e-Commerce and e-Service, pp. 240-245, 2005.
[44] J. Chen, and R. Ching, "An Empirical Study of the Relationship of IT
Intensity and Organizational Absorptive Capacity on CRM
performance", Journal of Global Information Management, vol.12, no 1,
pp. 1-17, 2004.
[1] C. Grönroos, "From Marketing Mix to Relationship Marketing: Towards
a Paradigm Shift in Marketing", Management Decision, vol. 32, no 2,
pp. 4-20, 1994.
[2] M. Xu, and J. Walton, "Gaining customer knowledge through analytical
CRM", Industrial Management + Data Systems, vol. 105, no 7, pp. 955-
972, 2005.
[3] H. Gebert, M. Geib, L. Kolbe, and W. Brenner, "Knowledge-enabled
customer relationship management: integrating customer relationship
management and knowledge management concepts", Journal of
Knowledge Management, vol. 7, no 5, pp. 107-123, 2003.
[4] A. Croteau, and P. Li "Critical Success Factors of CRM Technological
Initiatives", Canadian Journal of Administrative Sciences, vol. 20, no 1,
pp.21-34, 2003.
[5] D. Rigby, F. Reichheld, and P. Schefter, "Avoid the Four Perils of
CRM", Harvard Business Review, vol. 80, no 2, pp. 101-109, 2002.
[6] J. Rowley, "Eight questions for customer knowledge management in ebusiness",
Journal of Knowledge Management, vol. 6, no 5, pp. 500-
511, 2002.
[7] M. P. Salmador, and E. Bueno, "Knowledege creation in strategymaking:
implications for theory and practice", European Journal of
Innovation Management, vol. 10, no 3, pp. 1460-1060, 2007.
[8] R.P. Beijerse, "Questions in knowledge management: defining and
conceptualising a phenomenon", Journal of Knowledge Management,
vol. 3, no 2, pp. 94-109, 1999.
[9] E. Bueno, and M.P. Salmador, "Knowledge management in the
emerging strategic business process: information, complexity and
imagination", Journal of Knowledge Management, vol. 7, no 2, pp. 5-17,
2003.
[10] I. Nonaka, and H. Takeuchi, The Knowledge creating company. How
japanese companies create the dynamics of innovation, Oxford:
University Press, 1995.
[11] M. Li, and F. Gao; "Why Nonaka highlights tacit knowledge: a tacit
knowledge", Journal of Knowledge Management, vol. 7, no 4, pp. 6-14,
2003.
[12] P. Drucker, Postcapitalist Society: Harper Business, New York, NY,
1993.
[13] J.C. Spender, "Making knowledge the basis of a dynamic theory of the
firm", Strategic Management Journal, vol. 17, pp. 45-62, 1996.
[14] A. Parvatiyar, and J.N. Sheth, "Customer Relationship Management:
Emerging Practice, Process, and Discipline", Journal of Economic and
Social Research, vol. 3, no 2, pp. 1-34, 2001.
[15] L. Paas, and T. Kuijlen, "Towards a general definition of customer
relationship management", Journal of Database Marketing, vol. 9, no 1,
pp. 51-60, 2001.
[16] E. Plakoyiannaki, and N. Tzokas, "Customer Relationship Management:
A capabilities portfolio perspective", Journal of Database Management,
vol. 9, no 3, pp. 228-238, 2002.
[17] A.R. Zablah, D.N. Bellenger, and W.J. Johnston, "An evaluation of
divergent perspectives on customer relationship management: Towards a
common understanding of an emerging phenomenon", Industrial
Marketing Management, vol. 33, pp. 475-489, 2004.
[18] V.W.T. Ngai, "Customer relationship management research (1992-
2002). An academic literature review and classification", Marketing
Intelligence and Planning, vol. 23, no 6, pp.582-605, 2005.
[19] N. Romano, and J. Fjermestad, "Electronic Commerce Customer
Relationship Management : A Research Agenda", Information
Technology and Management, vol. 4, pp. 233-258, 2003.
[20] S. Hart, G. Hogg, and M. Banerjee, "Does the level of experience have
an effect on CRM programs? Exploratory research findings", Industrial
Marketing Management, vol. 33, pp. 549-560, 2004.
[21] L.Y.M. Sin, A.C.B. Tse, and F.H.K. Yim, "CRM conceptualization and
scale development", European Journal of Marketing, vol. 39, nº 11/12,
pp. 1264-1290, 2005.
[22] T.H. Roh, C.K. Ahn, and I. Han, "The priority factor model for customer
relationship management system success", Expert Systems with
Applications, vol. 28, pp. 641-654, 2005.
[23] M. Dous, L. Kolbe, H. Salomann, and W. Brenner, "Knowledge
Management Capabilities in CRM: Making Knowledge For, From and
About Customers Work", Proceedings of the Eleventh Americas
Conference on Information Systems, Omaha, NE, USA, pp. 167-178,
2005.
[24] P. Lambe, (2008, March): Knowledge-Based CRM: A Map. Available:
http://www.greenchameleon.com/thoughtpieces/kcrm.pdf.
[25] A. Bueren, R. Schierholz, L.M. Kolbe, and W. Brenner, "Improving
performance of customer-processes with knowledge management",
Business Process Management Journal, vol. 11, no 5, pp. 573-588, 2005.
[26] C.J. Stefanou, C. Sarmaniotis, and A. Stafyla, "CRM and customercentric
knowledge management: an empirical research". Business
Process Management Journal, vol. 9, no 5, pp. 617-634, 2003.
[27] A. Croteau, and P. Li "Critical Success Factors of CRM Technological
Initiatives", Canadian Journal of Administrative Sciences, vol. 20, no 1,
pp.21-34, 2003.
[28] J. Shi, and L. Yip, "Driving Innovation and Improving Employee
Capability: The Effect of Customer Knowledge Sharing on CRM", The
Business Review, vol. 7, no 1, pp. 107-112, 2007.
[29] T.H. Davenport, and L. Prusak, Working Knowledge, Harvard Business
School Press: Boston, MA, 1998.
[30] E. T. Penrose, The theory of the growth of the firm, Villey: New York,
1959.
[31] B. Wernerfelt, "A resource-based view of the firm", Strategic
Management Journal, vol. 5, pp. 171-180, 1984.
[32] R. Bose, and V. Sugumaran, "Application of Knowledge Management
technology in Customer Relationship Management", Knowledge and
Process Management, vol. 10, no 1, pp. 3-17, 2003.
[33] A. Tiwana, The essential guide to knowledge management, ebusiness
and CRM applications. Prentice-Hall: Upper Saddle River, NJ, 2001.
[34] H.F. Lin, and G.G. Lee, "Impact of organizational learning and
knowledge management factors on e-business adoption", Management
Decision, vol. 43, no 2, pp. 171-188, 2005.
[35] R.P. Kotorov, "Ubiquituos organization: organizational design for e-
CRM", Business Process Management Journal, vol. 8, no 3, pp. 218-
232, 2002.
[36] L.E. Mendoza, A. Marius, M. Perez, and A.C. Griman, "Critical success
factors for a customer relationship management strategy", Information
and Software Technology, vol. 49, pp. 913-945., 2007.
[37] P. Racherla, and C. Hu, "Knowledge Management for an effective CRM
system". Paper presented at the Ph.D. Research Workshop for the 13th
International Conference (ENTER 2006 - Information and
communication technologies in tourism 2006) on Information
Technology and Travel & Tourism, January 17, Lausanne, Switzerland,
2006.
[38] R. Chalmeta, "Methodology for customer relationship management",
The Journal of Systems and Software, vol. 79, pp.1015-1024, 2006.
[39] J.C. Narver, and F.S. Slater, "The Effect of a Market Orientation on
Business Profitability", Journal of Marketing, vol. 54, no 4, pp. 20-35,
1990.
[40] R.V. Bentum, and M. Stone, "Customer relationship management and
the impact of corporate culture -a European study", Journal of Database
Marketing & Customer Strategy Management, vol. 13, no 1, pp. 28-54,
2005.
[41] J. Bang, "Understanding customer relationship management from
manager-s and customer-s perspective: exploring the implications of
CRM fit, market orientation, and market knowledge competence",
Doctoral Thesis, University of Rhode Island, 2005.
[42] L. Ryals, and S. Knox, "Cross- Functional Issues on the Implementation
of Relationship Marketing Through Customer Relationship
Management", European Management Journal, vol. 19, no 5, pp. 534-
542, 2001.
[43] T.M. Chang, L.L. Liao, and W.F. Hsiao, "An Empirical Study of the e-
CRM Performance Influence Model for Service Sectors in Taiwan".
Proceedings of the 2005 IEEE International Conference on e-
Technology, e-Commerce and e-Service, pp. 240-245, 2005.
[44] J. Chen, and R. Ching, "An Empirical Study of the Relationship of IT
Intensity and Organizational Absorptive Capacity on CRM
performance", Journal of Global Information Management, vol.12, no 1,
pp. 1-17, 2004.
@article{"International Journal of Business, Human and Social Sciences:50463", author = "Aurora Garrido-Moreno and Antonio Padilla-Meléndez and Ana Rosa Del Águila-Obra", title = "Exploring the Importance of Knowledge Management for CRM Success", abstract = "After reporting a literature review on Customer
Relationship Management (CRM) and knowledge management, some
important issued arise, in particular related to the lack of success of
CRM strategies implementation. The paper contributes to this
proposing an integrated model of CRM success taking into account
complementary factors such as organizational factors, technology,
knowledge management and customer orientation.", keywords = "knowledge management, CRM, CRM success,organizational factors.", volume = "4", number = "6", pages = "642-5", }
