The roles of infrastructure capability and customer orientation in enhancing customer-information quality in CRM systems: Empirical evidence from Taiwan

This study adopts both a resource-based perspective that combines technology, human, and business resources to develop an infrastructure capability, and a strategic-positioning perspective that emphasizes customer orientation to examine customer information quality in customer relationship management (CRM) systems. Specifically, this study examines how firms bundle infrastructure capability and customer orientation to enhance the quality of customer information that enhances customer relationships and firm performance. The results of data gathered from 116 financial service firms in Taiwan suggest that the impact of quality on firm performance begins with infrastructure capability and customer orientation, and that the complementarity between these factors positively influences customer information quality. The results indicate that customer information quality positively affects customer relationship performance, which consequently leads to improvements in overall firm performance.

► We present that high-quality customer information is critical to successful CRM implementation.
► The complementarity between infrastructure capability and customer orientation has a positive effect on customer information quality.
► Examining the role of customer relationship performance in mediating the relationship between customer information quality and overall firm performance.
► Showing the implications for successful CRM implementation.