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

Table 6

Tesco’s resource-capability.

Tesco
		Customer orientation	Organizational system			Technology					Total
	Name of event	Culture-based concept	Increase customer-facing staffs/training	Organizational structure	End-up delivery	Social media	New software	Upgrade software/Internet retailing	Mobile apps	Loyalty card/partnership card
Interactive capability	Online grocery website								√		12 (S6%)
	Same-day delivery				•; V
	Facebook, Twitter, Pinterest, Google+					√
	One-hour delivery
	Soft-scanner service						√
	Doubled club card points									√
	Added 3.000 customer-facing staff		√
	Free fruit for kids’healthy lifestyle	√
	Consolidated customer center			√
	Partnership on digital loyalty card									√
	Cooperation on digital loyalty card
	Pay quick service						√
Capability events per resource		1	1			7
Upgrading capability	Exclusive fresh food brands	√									1 (7%)
Capability events per resource		1	0			0
Win-back capability	Complain handling on Facebook										1 (7%)
Capability events per resource		0	0			1
Total		2 (14%)	4 (29%)			8 (57%)					14 (100%!