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Ecrm And Managerial Discretion, Tim Coltman, Sara Dolnicar

Faculty of Commerce - Papers (Archive)

Most sectors of industry, commerce and government have reported variation in the performance payoff from electronic customer relationship management (eCRM). In this paper we build on a surprisingly sparse literature regarding the importance of managerial discretion, to show that the heterogeneity of beliefs held by managers about eCRM execution matter when explaining eCRM success. Drawing on a data sample comprising 50 interviews and 293 survey responses we utilise segmentation techniques to identify significant differences in managerial beliefs and then associate these belief segments with eCRM performance. Results indicate that (1) three distinct types of managers can be identified based on …