Do CRM Systems Cause One-to-One Marketing Effectiveness?
By Sunil Mithas, D. Almirall, Mayuram S. Krishnan. 2006
60 citations recorded by the source corpus.
This article provides an assessment of the causal effect of customer relationship management (CRM) applications on one-to-one marketing effectiveness. We use a potential outcomes based propensity score approach to assess this causal effect. We find that firms using CRM systems have greater levels of one-to-one marketing effectiveness. We discuss the strengths and challenges of using the propensity score approach to design and execute CRM related observational studies. We also discuss the applicability of the framework in this paper to study typical causal questions in business and electronic commerce research at the firm, individual and economy levels, and to clarify the assumptions that researchers must make to infer causality from observational data.
Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/e2b868c603d17d820aad54573ae0b9bdbafbc630
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In Marketing
In Organizational Behavior and Human Resource Management
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Citations in the corpus
- How Information Management Capability Influences Firm Performance (2011, unknown): “( 2002 ) ; Mithas , Almirall , and Krishnan ( 2006 ) ; Mithas et al .”
- Do Auction Parameters Affect Buyer Surplus in E‐Auctions for Procurement? (2007, methodology): “…would be useful to employ a potential outcomes-based propensity score approach in line with recent work that shows applicability of this method in information systems and e-commerce literature (e.g., Mithas, Almirall, and Krishnan 2006a; Mithas, Krishnan, and Fornell 2005; Rubin and Waterman 2006).”
- Information Technology and Firm Profitability: Mechanisms and Empirical Evidence (2012, background): “For example, IT systems such as CRM applications facilitate personalization of offerings and services through improved knowledge of customers’ needs, leading to better customer response (Ansari and Mela 2003) and improved one-to-one marketing effectiveness (Mithas, Almirall and Krishnan 2006).”