Engaging Suppliers in CRM: The Role of Justice in Buyer-Supplier Relationships

Duffy, Rachel and Fearne, Andrew and Hornibrook, Susan A. and Hutchinson, Karise and Reid, Andrea (2013) Engaging Suppliers in CRM: The Role of Justice in Buyer-Supplier Relationships. International Journal of Information Management, 33 (1). pp. 20-27. ISSN 0268-4012. (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

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Given the crucial role of suppliers in collaborative supply chains, it is surprising that little attention has been paid to the nature and management of supplier relationships in the implementation of a retailer's Customer Relationship Management (CRM) strategy. To address this gap in the extant literature, the theory of organizational justice is used to explore the extent to which perceived fairness in buyer–supplier relationships supports or inhibits supplier engagement with the CRM process. The rationale is that suppliers who feel fairly treated by key retail customers are more likely to invest resources in the acquisition and use of data central to the retailer's CRM strategy. By empirically testing a conceptual model linking downstream CRM to upstream SRM, the results provide evidence to indicate that customer data use is significantly influenced by perceptions of fairness, particularly with respect to the distribution of rewards, and the transparency of decision-making processes. As a key criticism of CRM centers upon the failure of organizations to exploit the full potential of customer data, the results highlight the usefulness of understanding the relational linkages between buyers and suppliers and the consequential behavior of suppliers in terms of engagement with customer data vital to the success of retailers’ CRM strategies.

Item Type: Article
Uncontrolled keywords: CRM; Suppliers; Fairness; Loyalty card; Supermarkets
Subjects: H Social Sciences
H Social Sciences > H Social Sciences (General)
Divisions: Faculties > Social Sciences > Kent Business School
Faculties > Social Sciences > Kent Business School > Industrial Relations/HRM
Depositing User: Cathy Norman
Date Deposited: 17 Aug 2012 09:30
Last Modified: 16 May 2014 13:57
Resource URI: https://kar.kent.ac.uk/id/eprint/30175 (The current URI for this page, for reference purposes)
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