An Integrative and Complementarity-Based Model for the Design and Adoption of Customer Relationship Management Technologies

Relationship marketing or customer relationship management (CRM) emphasizes the need to build a long term relationship with customers. Spending on CRM software has grown 6 times over the past years but customer satisfaction of American consumers did not grow. An examination of the literature reveals that current CRM model tends to focus more on customer “service” instead of customer “relationship”. This study proposes to combine the American Customer Satisfaction Index (ACSI) model and complementarity framework to provide directions for the design and adoption of CRM software.