Performance implications of customer-linking capabilities: Examining the complementary role of customer orientation and CRM technology

Adam Rapp, Kevin J Trainor, Raj Agnihotri

Research output: Contribution to journalArticle

109 Scopus citations


This study examines how technology and complementary resources are bundled to form capabilities that foster durable customer relationships. Drawing from the literature in marketing, strategic management, and information systems, the first outcome is a theoretically grounded conceptualization of CRM technology capability comprised of three complementary resources: technology, business, and human resources. The second key finding is that CRM technology capability and customer orientation have a positive association with the development of durable customer relationships. These resources also have a positive interactive effect on customer-linking capability, highlighting the importance of aligning strategic business and technology resources. Finally, the authors find that customer-linking capability has a positive relationship with customer relationship performance and that the rapidity of changes in the external environment moderates this relationship. This study addresses these research questions in a cross-sectional study of 215 organizations using a partial least squares modeling approach.

Original languageEnglish (US)
Pages (from-to)1229-1236
Number of pages8
JournalJournal of Business Research
Issue number11
StatePublished - Nov 2010
Externally publishedYes



  • Customer orientation
  • Customer relationship management
  • Information technology
  • Marketing capabilities

ASJC Scopus subject areas

  • Marketing

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