INVESTIGATING THE IMPACT OF TECHNOLOGY-BASED CRM, KNOWLEDGE MANAGEMENT, AND LONG-TERM RELATIONSHIP ON MARKETING INNOVATION

Abstract

The e-CRM application has currently offered benefits for companies in different business sectors, especially in service industry. The objective of this paper is to investigate the impact of e-CRM components (i.e. technology-based CRM and knowledge management) on marketing innovation. Data was collected through a structured questionnaire survey conducted in Vietnam. The dataset consists of 203 valid responses by managers (first-line, middle and top managing position). Correlation analysis and structural equation modeling (SEM) were employed to examine the causal relationships among technology-based CRM, knowledge management, long-term relationships and marketing innovation. The results show that knowledge management and technology-based CRM have positive influence on long-term relationships and marketing innovation. From these findings, this study confirmed the important role of knowledge management and technology-based CRM in innovating marketing activities in emerging countries. This paper also contributes several implications to practice.