A Model Predicting CRM Resource Effect on Business Performance through CRM Capabilities

Table 4

Sainsbury’s resource-capability.

Sainsbury’s
		Customer orientation	Organizational system			Technology					Total
	Name of event	Culture-based concept	Increase customer-facing staff raining	Organizational structure	Speed-up delivery	Social media	New software	Upgrade software/internet retailing	Mobile apps	Loyalty card/partnership card
Interactive capability	Customer-driven strategy	√									12 (86%)
	Doubling employee number		√
	Internet retailing							√
	Same day delivery				√
	Automated packing system						√
	Nectar loyalty card									√
	Media advertising					√
	High-quality private label	√
	Reorganized store format			√
	Partnership operation			√
	Training courses	√
	Large-scale customer feedback						√
Capability events per resource		3	4			5
Upgrading capability	Personalized mailings									√	1 (7%)
Capability events per resource		0	0			1
Win-back capability	Cobranding							√			1 (7%)
Capability events per resource		0	0			1
Total		3 (21%)	4 (29%)			7 (50%)					14 (100%)