The Crucial Role of Generative Learning for Customer Relationship Performance

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.