Michael Rodriguez, Haya Ajjan publish paper in Journal of Marketing Development and Competitiveness
The Martha and Spencer Love School of Business professors recently published research on how customer-focused technology and customer orientation process impacts sales performance.
Michael Rodriguez, assistant professor of marketing, and Haya Ajjan, assistant professor of management information systems, coauthored the paper, “CRM/Social Media Technology: Impact on Customer Orientation Process and Organizational Sales Performance,” which appears in the Journal of Marketing Development and Competitiveness.
The paper’s abstract reads:
"The diffusion of technology, such as customer relationship management (CRM) systems and social media, has created a need to improve the understanding of how to manage interactions with customers in today’s digital era. The authors examine how customer focused technology (CRM/social media) and customer orientation process impacts sales performance. With a diverse industry sample of nearly 1700 sales professionals, partial lease squares regression finds that CRM and social media positively influence customer orientation activities, which in turn positively impact sales performance. Managerial implications are provided regarding the potential power CRM and social has on sales performance."