Adoption of Ubiquitous Customer Relationship Management (uCRM) in Enterprise: Leadership Support and Technological Competence as Moderators

Abstract

Ubiquitous Customer Relationship Management (uCRM) signifies the realization of special characteristics, including proactiveness, context awareness, and mobility. This uCRM helps to enhance promptness and timeliness of the traditional system, thereby creating an environment associated with a state of being everywhere in no time and covering any device and any network. uCRM provides high personalization of service. The uCRM system has opened a new area of satisfaction for customers. Context awareness computing, a uCRM characteristic, is presumed to have enhanced benefits for a firm adopting uCRM in India. In this context, this study has taken a holistic attempt to analyze how technological competence and leadership support can enhance the business performance of a firm adopting uCRM. With input from literature studies, a hypothesis and a conceptual model have been formulated. Statistically, those have been validated with survey work considering 165 usable respondents from 22 different firms situated in three metropolitan cities in India. Results show that the effect of technological competence and leadership support positively help a uCRM-dependent firm towards achieving better business benefits. The study ends with a comprehensive conclusion.