"Evaluating the Role of CRM System Quality and Cross-Understanding in Enhancing Conflict Resolution and Communication Quality in B2B Relationships"

Abstract

In the marketing literature, there appears to be a gap concerning the impact of Customer Relationship Management (CRM) system applications. While substantial literature addresses the implementation of CRM systems, there is a lack of research focusing on the effects of these systems, particularly in relation to conflict handling and communication.

This thesis aims to investigate whether CRM systems and the cross-understanding perceived by the seller influence communication quality, communication complexity, norms, and conflict handling within B2B relationships. Additionally, it examines whether formal contracts have a mediating effect on these relationships.

To achieve this objective, the study utilized a sample of 62 relevant respondents from companies in Norway, specifically targeting individuals who hold roles as sellers in B2B relationships. The data were collected through a detailed survey and analyzed using regression analysis. The analysis revealed the following significant findings. Cross-understanding was found to mediate the effects of CRM systems on norms, communication quality, and communication complexity. This suggests that a seller's comprehension of the CRM system and the shared understanding between parties can enhance these aspects of business interactions. Furthermore, formal contracts were identified as mediators in the relationship between crossunderstanding and the same variables, highlighting the role of formal agreements in facilitating effective communication and adherence to norms.

Based on these results, we discuss the theoretical and managerial implications, providing actionable insights into the practical applications and contributions to existing literature on CRM systems in B2B contexts. The research contributes to the limited body of knowledge on the effects of CRM systems by demonstrating their impact on key aspects of B2B communication and conflict management. Furthermore, this research underscores the importance of not only implementing CRM systems but also understanding their broader impact on business processes and relationships.