An additional possible limitation of this study involves the survey sample of top-management team executives who, although knowledgeable about, and representatives of, the beliefs, values, and ideas espoused by the firm, may have inflated their characterization of their firms' levels of customer-centric management systems, social media technology use, social CRM capabilities or even customer relationship performance. It is possible that relationships may be less pronounced than they might otherwise be had data been collected from individuals who were not part of the top-management team and who are more directly involved with day-to-day operations. Future research might collect responses from middle management and link that information to archival performance data for the firm.