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The Impact of E-CRM on Organisational and Individual Behavior: The Effect of the Remuneration and Reward System

The Impact of E-CRM on Organisational and Individual Behavior: The Effect of the Remuneration and Reward System

Soumaya Ben Letaifa, Jean Perrien
Copyright: © 2007 |Volume: 3 |Issue: 2 |Pages: 11
ISSN: 1548-1131|EISSN: 1548-114X|ISSN: 1548-1131|EISBN13: 9781615205578|EISSN: 1548-114X|DOI: 10.4018/jebr.2007040102
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MLA

Letaifa, Soumaya Ben, and Jean Perrien. "The Impact of E-CRM on Organisational and Individual Behavior: The Effect of the Remuneration and Reward System." IJEBR vol.3, no.2 2007: pp.13-23. http://doi.org/10.4018/jebr.2007040102

APA

Letaifa, S. B. & Perrien, J. (2007). The Impact of E-CRM on Organisational and Individual Behavior: The Effect of the Remuneration and Reward System. International Journal of E-Business Research (IJEBR), 3(2), 13-23. http://doi.org/10.4018/jebr.2007040102

Chicago

Letaifa, Soumaya Ben, and Jean Perrien. "The Impact of E-CRM on Organisational and Individual Behavior: The Effect of the Remuneration and Reward System," International Journal of E-Business Research (IJEBR) 3, no.2: 13-23. http://doi.org/10.4018/jebr.2007040102

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Abstract

This article examines how electronic customer relationship management (e-CRM) has affected both organizational and individual behavior in a leading Canadian bank. The innovative and customer-driven culture of this bank pushed it toward early adoption of e-CRM technology. The findings emphasize the role played by many strategic and organizational dimensions in the success of e-CRM implementation. In fact, to make e-CRM efforts pay off, new business pro-cesses are required to achieve more effective and closer interactions with customers. The shift toward customer orientation needs to be supported by a shift in organizational objectives and processes. The results indicate that employees’ individual behavior successfully changed from a transactional to a relational perspective and that training and coaching ensured a successful integration of e-CRM technology. Nevertheless, the employee reward and evaluation system, which should have been changed to leverage CRM impact, has surprisingly been forgotten. This deficiency is addressed by proposing a new framework for enhancing e-CRM effectiveness.

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