The role of CRM in quality evaluation
Date Issued
2006
Date
2006
Author(s)
Tsai, Pei-Hsiang
DOI
en-US
Abstract
Prior studies suggest that customer relationship management (CRM) can be a competitive driver for quality differentiation through which firms know customer tastes better. However, how CRM operates to achieve quality differentiation is not addressed in these studies. To fill this gap, the objective of this study is to examine the roles of CRM in quality evaluation. In this study, CRM is conceptualized as a business strategy and is hypothesized to be able to increase both the objective and perceived quality of products through a co-production mechanism, while enhance only the perceived quality through a relational heuristic mechanism. The hypotheses were empirically validated using 123 manager samples from major US firms. Implications for the results and future studies are discussed.
Subjects
顧客關係管理
共同生產
Customer Relationship Management
Co-production
Type
other
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ntu-95-R93725044-1.pdf
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