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(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 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.
References
Rapp, Adam; Trainor, Kevin J; & Agrihotr, Raj (2009). Performance implications of customer-linking capabilities: Examining the complementary role of customer orientation and CRM technology. Journal of Business Research, in Press, Corrected Proof,
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