This document examines how a firm's prior strategic commitments influence the impact of customer relationship management (CRM) investments on customer satisfaction. It finds that:
1) Firms with moderate bricks-and-mortar experience (>5 years) see stronger positive effects of CRM on satisfaction than firms with low or high experience.
2) Firms with moderate online experience (~4.5 years) see stronger positive effects of CRM than firms with low or high experience.
3) A firm's market orientation CRM capability impacts satisfaction independently of strategic commitments like experience.
This document examines how a firm's prior strategic commitments influence the impact of customer relationship management (CRM) investments on customer satisfaction. It finds that:
1) Firms with moderate bricks-and-mortar experience (>5 years) see stronger positive effects of CRM on satisfaction than firms with low or high experience.
2) Firms with moderate online experience (~4.5 years) see stronger positive effects of CRM than firms with low or high experience.
3) A firm's market orientation CRM capability impacts satisfaction independently of strategic commitments like experience.