How critical is employee orientation for customer relationship management? Insights from a case study

Emmanuella Plakoyiannaki, Nikolaos Tzokas, Pavlos Dimitratos, Michael Saren

Research output: Contribution to journalArticlepeer-review

57 Citations (Scopus)


This paper explores the interface of employee orientation and the Customer Relationship Management (CRM) process based on an in-depth case study of a leading firm in the UK automotive services sector. Employee orientation is embedded in the Organizational Culture (OC) of the firm and manifested through its key elements, notably assumptions, values, behaviours and artefacts. CRM consists of four organizational activities: strategic planning, information, value creation, and performance measurement sub-processes. Based on the case study evidence, the widely postulated link between CRM success and employee orientation is empirically supported and the mechanisms underlying this association elucidated.
Original languageEnglish
Pages (from-to)268-293
Number of pages26
JournalJournal of Management Studies
Issue number2
Publication statusPublished - 2008

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