The Crucial Role of Generative Learning for Customer Relationship Performance

Item Type Conference or Workshop Item (Paper)
Abstract

Recently managers and academics have raised issues about the performance effects of customer relationship management. Our study addresses this skepticism and advances research by introducing a firm's generative learning orientation as a crucial factor for customer relationship performance. Data from a crossindustry survey of 199 CEOs, CMOs and Senior Marketing Executives reveal that generative learning does affect customer relationship performance directly. Moreover the interaction of customer relating capabilities and generative learning orientation contributes significantly to customer relationship performance. We conclude that a pronounced generative learning orientation is crucial for firms to fully benefit from their competences in customer relationship management.

Authors Herhausen, Dennis; Schögel, Marcus; Binder, Jochen & Arndt, Oliver
Editors Srinivasan, R.
Language English
Keywords CRM, Customer Relationship Management, Generative Learning
Subjects business studies
HSG Classification contribution to scientific community
Refereed Yes
Date 18 February 2011
Publisher American Marketing Association
Place of Publication Chicago
Volume Vol. 22
Page Range 312-313
Title of Book Marketing Theory and Applications
Event Title American Marketing Association (AMA) Winter Marketing Educators' Conference 2011
Event Location Austin, Texas, USA
Event Dates 18.-20.02.2011
ISBN 978-1-61839-064-6
Depositing User Prof. Dr. Dennis Herhausen
Date Deposited 07 Oct 2010 21:14
Last Modified 02 Feb 2018 07:23
URI: https://www.alexandria.unisg.ch/publications/69514

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Citation

Herhausen, Dennis; Schögel, Marcus; Binder, Jochen & Arndt, Oliver: The Crucial Role of Generative Learning for Customer Relationship Performance. 2011. - American Marketing Association (AMA) Winter Marketing Educators' Conference 2011. - Austin, Texas, USA.

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https://www.alexandria.unisg.ch/id/eprint/69514
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