Examining CRM and ECRM Adoption by Greek Firms

Irene Samanta

doi:10.11648/j.ijse.20190302.11

Abstract

The aim of this research is to investigate Customer Relation Marketing characteristics in Business to Business Relations that are developed between suppliers and clients taking into account parameters of Information Technology that have been created to enhance CRM in recent years. The continuous development of Information technologies and its interaction with marketing are a resource to create value for the customer. The research was conducted in 73 Greek companies using cross-tab analysis to investigate the possible relation of IT use and CRM adoption in B2B firms. CRM software in companies activities have a significant importance to improve the competitive advantage by understanding better customer needs. Fifty percent of worldwide projects on CRM systems are failing because marketing managers and CEO have the belief that CRM will solve all their company problems. CRM is not only used as a marketing and business tool but a complex combination tool that is applied in various business areas. CRM system aims to the creation of mutual satisfactory long term relationships between buyers and purchasers. The findings reveal that firms apply traditionally CRM processes such as sales and customer service even if they are aware of using Information Technologies in order to interact with clients.

Highlights

Customer Relationship Marketing has emerged during last years and became an important marketing tool that focuses on the building and retaining long term relationships with clients
There is a positive impact in customer retention and sales growth and profit with CRM [31, 33]
The research investigates the adoption of CRM Technology to determine the level of CRM software adoption and Information Technology use in implementing CRM in managing relationship with customers

Summary

Introduction

There is a positive effect of the CRM use in customer knowledge and customer satisfaction examining 360 U.S.A. firms [10, 30]. CRM use has positive impact in customer relational and profit performance and creates advantages for firms by improving its information to guide them in successful and profitable relationships. Examined in their survey that CRM application includes front office applications that supports sales marketing and services and back office applications that helps to fulfill and analyze information collected [30]. There is a positive impact of CRM oriented firms in their customer relationship performance. There is a positive impact in customer retention and sales growth and profit with CRM [31, 33]

Objectives

Methods

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Conclusion