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

Table 8

Cooperative’s resource-capability.

The Cooperative
		Customer orientation	Organizational system			Technology					Total
	Name of events	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	Progression on digital space					√					12(85%)
	Mobile apps								√
	New member benefits									√
	Cooperation with J DA software							√
	Private fable line for locate	√
	Add 50 jobs in new stores
	Create 28 jobs in a new store
	Enhance the shopping experience	√
	Enhanced healthy food range	√
	Invest to support local community	√
	Extended home-grown fruits	√
	Trial compostable tea bags	√
Capability events per resource		6	2			4
Upgrading capability	Transform the store			√							1 (7%)
Capability events per resource		0	1			0
Win-back capability	Complaint handling on Facebook					√					1 (7%)
Capability events per resource		0	0			1
Total		6 (42%)	3 (21%)			5 (37%)					14 (100%)