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A correlation study of CRM resources and retailer omnichannel strategy performance

Victoria C. Hailey

International Journal of Technology Marketing2025https://doi.org/10.1504/ijtmkt.2025.147330article
AJG 1ABDC C
Weight
0.50

What the paper says

As consumer shopping preferences shift and evolve from a single shopping channel to multichannel demands, retailers need to understand how to deliver improved performance of omnichannel strategy: a seamless customer experience that aligns a retailer's brand, product assortment, and marketing initiatives across all channels. The purpose of this non-experimental quantitative correlational study was to examine relationships between three customer relationship management (CRM) resources: 1) customer orientation; 2) customer-centric organisational system; 3) CRM technology - and US retailer omnichannel strategy performance. A sample responded to a CRM capabilities questionnaire and an omnichannel maturity questionnaire. Spearman's rho and ordinal logistics regression were used to examine the relationships and the predictive value in testing the hypotheses. A positive, significant relationship was found between CRM resources and retail omnichannel strategies offering a rigorous, relevant theoretically relevant and in practical contribution to scholars and retailers.

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https://doi.org/https://doi.org/10.1504/ijtmkt.2025.147330

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@article{victoria2025,
  title        = {{A correlation study of CRM resources and retailer omnichannel strategy performance}},
  author       = {Victoria C. Hailey},
  journal      = {International Journal of Technology Marketing},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1504/ijtmkt.2025.147330},
}

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.