Research Article
A Model Predicting CRM Resource Effect on Business Performance through CRM Capabilities
Table 5
Asda’s resource-capability.
| Asda | | | Customer orientation | Organizational system | Technology | Total | Name of event | Culture-based concept | Increase customer-facing staff training | Organizational structure | End-up delivery | Social media | New software | Upgrade software//Internet retailing | Mobile apps | Loyalty card/partnership card |
| Interactive capability | Demographic tailoring stores | | | | √ | | | | | | 7 (54%) | Integrated with Walmart WMX platform | | | | | | √ | | | | Shopper-preference data analysis | √ | | | | | | | | Shrink-wrapped upgrading | √ | | | | | | | | | Defer closure and ahead of opening time | | √ | | | | | | | Facilitate click-and-collect service | | | | √ | | | | | | Asda’s food trading organization | | | √ | | | | | | |
| Capability events per resource | | 2 | 4 | 1 | |
| Upgrading capability | In-store self-service area | √ | | | | | | | | | 4 (31%) | “Under one roof” campaign | √ | | | | | | | | | New butchery service in stores | √ | | | | | | | | | “Wonky veg boxes’“misshapen vegetable” | √ | | | | | | | | |
| Capability events per resource | | 4 | 0 | 0 | |
| Win-back capability Capability events per resource | “That’s better” campaign | √ | | | | | | | | 2 (15%) | Chef inspirational TV interaction | | | | | √ | | | | | 1 | 0 | 1 | |
| Total | | 7 (54%) | 4 (31%) | 2 (15%) | 13 (100%) |
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