Rapp, Adam; Trainor, Kevin J; Essay

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2.1Critique of the research

The work of Rapp et al. (2009 is rooted on a theoretical background and conceptual framework of resource-based view of technological adoption for the sake of gaining a competitive advantage. The theory of CRM technology is also part and parcel of this work. The theoretical model is indicated below;

The hypothesized model

I believe the hypothesized model is appropriate in proving the hypothesis.

The major hypotheses are;

H1: CRM technology capability positively affects customer-linking capability

H2: Customer orientation positively affects customer-linking capability

This is because they are the ones that capture the spirit and aim of our study;: Examining the complementary role of customer orientation and CRM technology.

2.2. Internal validity

This work has a good internal validity. This is because of the various statistical tests of validity that were carried out and gave appositive answer. The tests included Cronbach's Alpha, Average Variance Extracted and Composite Reliability tests.

2.3. Sample and population

The data was collected from the top management teams of the group of firms which was representative of the U.S.-based firms. The sample size was good and representative (about 96% were Chief Executive Officers).I believe this was a huge drawback since the part of the management that knows more on the advantages and deficiencies of a CRM system are the human resource managers.

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Therefore, data was collected from the wrong population.

2.4. Data Collection Procedures

The data collection procedures were fine.

2.5. Data analysis strategy

The data analysis strategy involves a multivariate analysis. The strategy employed was elaborate and clear. The authors worked wonderfully in this section.

2.6 Claimed findings as well as contributions

The authors concluded that customer-linking capability has a very positive association with customer relationship performance and that this relationship is moderated by the various changes in the external environment. This work addressed the research questions in a cross-sectional research study comprising of a total of two hundred and fifteen organizations by means of a partial least squares modeling technique. These are correct.The claimed contributions are also accurate since no work exists that addressed these findings in a single piece of literature.

2.7 Overall assessment of the quality of the research

The quality of the research is very high. Its theoretical backings are impeccable and so is the methodology. The only problem is only in sample selection section......

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