CRM technology
CRM technology is the information technology that is deployed for better management
of customer relationships (Reinartz et al., 2004). It includes front office applications that
may support sales, marketing, and service; a data storage and back office applications
that may integrate and analyze data about customers. Thus CRM technology may
improve an organization’s ability to sustain profitable customer relationships by
gathering and analyzing information about profitable customers, facilitating more
efficient and effective firm-customer interactions, and streamlining product or service
customization. So CRM technology may strength customer-related capabilities (Day,
2003). Thus we can have the following hypothesis.