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

Table 7

Aldi’s resource-capability.

Aldi
		Customer orientation	Organizational system			Technology					Total
	Name of event	Culture-based concept	Increase customer-facing staff/training	Organizational structure	Speed-up delivery	Social media	New software	Upgrade software/Internet retailing	Mobile apps	Loyalty card/partnership card
Interactive capability	Parenting events	√									7 (70%}
	Upgrading existing stores			√
	GB Olympic sponsorship					√
	Dining events
	Create one-stop destination	√
	Facebook and Twitter campaign					√
	British-sourced materials
Capability events per resource		4	1			2
Upgrading	E-commerce store							√			2 (20%)
capabilities	Special buy lessons for customers	√
Capability events per resource		1	0			1
Win-back capability Capability events per resource		√									1 (10%)
		1	0			0
Total		6 (60%)	1 (10%)			3 (30%)					10 (100%)