A correlation study of CRM resources and retailer omnichannel strategy performance

As consumer shopping preferences shift and evolve from a single shopping channel to multichannel demands, retailers need to understand how to deliver improved performance of omnichannel strategy: a seamless customer experience that aligns a retailer's brand, product assortment, and marketing initiatives across all channels. The purpose of this non-experimental quantitative correlational study was to examine relationships between three customer relationship management (CRM) resources: 1) customer orientation; 2) customer-centric organisational system; 3) CRM technology - and US retailer omnichannel strategy performance. A sample responded to a CRM capabilities questionnaire and an omnichannel maturity questionnaire. Spearman's rho and ordinal logistics regression were used to examine the relationships and the predictive value in testing the hypotheses. A positive, significant relationship was found between CRM resources and retail omnichannel strategies offering a rigorous, relevant theoretically relevant and in practical contribution to scholars and retailers.