Critical roles of information overload, information quality, and perceived information distortion on organizational effectiveness: A customer relationship management perspective

This research develops a model of organizational effectiveness, driven by certain characteristics of organizational information, and utilization of this information. Information characteristics include information overload, information quality, and perceived information distortion. Information utilization refers to the managerial processes of strategic consensus and responsiveness, which specify how the information is used organization-wide.; This research takes place in the context of the selling organization's customer relationship management system. Customer relationship management (CRM) describes the technology and methods used by organizations to document, analyze, and build strategy aimed at improving the relationship between the firm and its customers. Information gathered in a CRM environment is contrasted with non-CRM information to determine differences in how each type of information is utilized within the organization.; The Market Orientation and Learning Organization concepts are integrated and extended with the development of the CRM-Organizational Effectiveness (COE) model. The COE model suggests that certain information characteristics (overload, quality, and distortion) occur during information generation and dissemination, then directly impact the managerial processes of strategic consensus and responsiveness. In turn, these managerial processes directly impact organizational effectiveness. The findings are discussed and recommendations for future research are offered.