Effects of Customer Information Management on Firm Performance

The purpose of this study examines the direct effect of customer information management on customer satisfaction, and the direct effect of customer satisfaction on firm performance. The study also investigates the moderating effects of two customer factors - customer relationship intensity and customer heterogeneity - on the relationship between customer information management and customer satisfaction. The result shows that firms implementing customer information management appropriately are likely to not only have more satisfied customers but also perform better than those that do not. The moderating effects of customer factors suggest that the positive relationship between customer information management and customer satisfaction can be applicable regardless of the two characteristics, customer relationship intensity and customer heterogeneity.