Determinantes de uso do CRM e seus efeitos na satisfação e no desempenho organizacional de empresas participantes de redes de cooperação

Abstract

This research aims to analyze the determinants of CRM use and its consequent effects on satisfaction of use, perceived benefits and organizational performance of companies participating in cooperation networks in the supermarket sector. This descriptive research was carried out through a survey and quantitative data approach (using structural equation modeling). The research included 70 supermarkets participating in three cooperation networks that use CRM as a management practice. The results show that the ability to adjust the task/technology positively influences the perceived ease of use, which is a determining factor for the perception of usefulness of CRM and its intention to use. With the use of CRM, organizations can achieve benefits capable of enhancing organizational performance, resulting from improvements related to sales performance, response time to customers, and the reduction of decision making time. The definition of more assertive promotional strategies, appropriate to customers' expectations, is also achieved. Regarding performance, the gains achieved

through the use of CRM include both financial and non-financial returns. Among the non- financial gains, one can cite the increase in customer retention and satisfaction, and in the cross

selling rate. The main financial gains reported are related to the increase of the organization's profitability. From these results it can be concluded that the adoption and use of CRM is able to enhance the organizational performance of supermarket companies participating in cooperation networks. This research contributes to the advancement of literature on the adoption and use of customer relationship management (CRM) systems used by supermarket cooperation networks, highlighting the determinants of use and their consequent effects on organizational performance.