Codebook – Survey Dataset
1. Respondent & Survey Information
Variable Name Label Measurement
Respondent_ID Respondent identification number Nominal
Collector_ID Data collector identification Nominal
Start_Date Survey start date Date
End_Date Survey completion date Date
2. CRM Software Usage
Variable Name Label Measurement Values
CRM software Salesforce, SAP, Oracle, Microsoft
CRM_Software used by the Nominal Dynamics, Other, Uses CRM but does
company not know the software name
3. Demographic Variables
3.1 Gender
Variable Name Label Measurement Values
Gender Respondent gender Nominal 1 = Male, 2 = Female, 3 = Other
3.2 Age
Variable Name Label Measurement
Age Respondent age (years) Scale
3.3 Education Level
Variable
Label Measurement Values
Name
Highest High School; Undergraduate (incomplete);
Education education level Ordinal Undergraduate (completed); Postgraduate;
completed Master’s; Doctorate (PhD); Postdoctoral
3.4 Job Level
Variable
Label Measurement Values
Name
Current or Intern; Assistant; Junior Analyst; Mid-level
recent job Analyst; Senior Analyst/Consultant/Specialist;
Job_Level Ordinal
position Coordinator/Supervisor; Team Leader; Manager;
level Director; President/CEO
3.5 Department
Variable Name Label Measurement
Department Department where respondent works/worked Nominal
Examples: Marketing, Sales, Finance, HR, IT, Operations, Innovation, Supply Chain,
Education, Government, etc.
3.6 Company Type
Variable Name Label Measurement Values
Private; Public (government-owned);
Type of
Company_Type Nominal Multinational; Mixed ownership; Non-
organisation
profit; Cooperative; Other
3.7 Company Size
Variable Name Label Measurement Values
Company_Size Size of the Ordinal Micro; Small; Medium; Upper-medium;
Variable Name Label Measurement Values
company Large
3.8 Industry / Sector
Variable Name Label Measurement
Industry Industry or sector of the company Nominal
Examples: Technology, Banking & Finance, Manufacturing, Retail, Energy, Health,
Education, Government, Logistics, Construction, etc.
4. Construct Measurement Scales
All constructs below are measured using a 5-point Likert scale:
1 = Strongly disagree
2 = Disagree
3 = Neutral
4 = Agree
5 = Strongly agree
4.1 Customer Relationship Management Orientation (CRM)
Variable Item Statement
CRM1 The company I work for gives high priority to customer relationships.
The company I work for motivates employees to focus on customer
CRM2
relationships.
CRM3 The company offers bonuses and rewards based on customer satisfaction.
CRM4 Internal processes are organised to improve customer relationships.
CRM5 The company is structured around customers rather than products.
CRM6 Customers have multiple communication channels with the company.
CRM7 Customer information is always stored.
Variable Item Statement
CRM8 Customer information is collected from external sources.
CRM9 Customer information is accurate.
CRM10 Customer information is updated periodically.
CRM11 Customer information is integrated into a single database.
CRM12 Internal and external customer information is integrated.
CRM13 Customer information is integrated across communication channels.
CRM14 Customer information is used to build customer profiles.
CRM15 Customer information is used for market segmentation.
CRM16 Customer information is used to customise offerings.
CRM17 Employees can easily and quickly access information when needed.
CRM18 Customer satisfaction is measured periodically.
4.2 Dynamic Capabilities (DC)
Variable Item Statement
DC1 The company seeks new business opportunities.
DC2 The company adapts quickly to market changes.
DC3 Resources are frequently reallocated to respond to the market.
DC4 Operations are reconfigured to capture new opportunities.
DC5 Internal processes are continuously improved.
DC6 Employees are encouraged to experiment with new ideas.
DC7 New products/services are frequently developed.
DC8 New technologies are integrated into company processes.
Variable Item Statement
DC9 Resources are combined in new ways.
DC10 Processes and resources are recombined to respond to change.
DC11 Routines enable the development of new work practices.
DC12 Routines enable improvements in existing practices.
DC13 The company collaborates with R&D partners.
DC14 Products/services are continuously improved.
DC15 The company is often first to introduce new initiatives.
DC16 Market trends are anticipated early.
DC17 Customer needs are assessed to anticipate trends.
DC18 New marketing campaigns and pricing strategies are frequently implemented.
4.3 Innovative Capability (IC)
Variable Item Statement
IC1 The company offers differentiated products/services.
IC2 Employees are encouraged to innovate in solving customer problems.
IC3 Innovative solutions are offered to customers.
IC4 New products/services are frequently launched.
IC5 The company invests in innovation activities.
IC6 New ideas are implemented quickly.
IC7 Employees openly share innovation ideas.
IC8 New technologies improve products/services.
IC9 Collaboration is encouraged to develop innovations.
IC10 Customer input is actively sought.
Variable Item Statement
IC11 Competitors are monitored for innovation opportunities.
IC12 Market information guides innovation decisions.
IC13 Information is shared across departments for innovation.
IC14 Information flow is fast and accurate.
IC15 After-sales services are used to collect customer feedback.
4.4 Organisational Performance (OP)
Variable Item Statement
OP1 Transaction costs with customers have been reduced.
OP2 There is a high level of repeat transactions with profitable customers.
OP3 The number of new customers has increased.
OP4 Customer satisfaction levels are high.
OP5 Marketing promotions are effective.
OP6 Customer service costs are low.
OP7 Existing customers are successfully retained.
OP8 Cross-selling strategies are efficient.
OP9 Customer loyalty levels are high.
OP10 The share of profitable customers is high.
5. Scale Summary (for Methods Section)
Construct Number of Items Scale
CRM Orientation 18 5-point Likert
Dynamic Capabilities 18 5-point Likert
Construct Number of Items Scale
Innovative Capability 15 5-point Likert
Organisational Performance 10 5-point Likert