Les transformations liées au système CRM : une méta-synthèse au prisme de la théorie de la structuration

Valery Michaux, Bénédicte Geffroy

Abstract


The structurationist perspective in IS enables one to suggest that e- transformations affect micro, meso and macro organizational aspects and that these different levels of transformation are recursive. This theoretical framework is mobilized in a growing number of much contextualized empirical research studies. It is then difficult to highlight trends in terms of the transformation domains induced by ICTs in stabilized contexts (post-implementation phase). The objectives of this article are twofold. On one hand, it aims to show the interest of meta-analyses and more particularly qualitative meta-analyses identified in the academic field as “meta-synthesis” in order to comprehend e-transformations. This specific methodology has been tested here in the context of customer relationship management (CRM), thus enabling us to highlight international and inter-sectorial trends. The second objective of this article is to give an in depth analysis of the transformation modes/mechanisms brought into play in the CRM context. The contributions of this research are threefold: 1) to show that socio-organizational transformations in a CRM context can be regrouped into four distinct domains of transformation.2) show the direct/ indirect nature of these transformations (second level of apprenticeship versus cascade effects), and 3) show the existence of recursive links between these four domains of transformation.

Keywords


CRM, e-transformation, meta-analysis, meta-synthesis, structurationnist perspective.

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DOI: http://dx.doi.org/10.9876/sim.v16i1.326

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