Customer Relationship Management Adoption Research Articles

Customer relationship management in healthcare: strategies for adoption in a public health system

ABSTRACT This study explores the adoption of customer relationship management (CRM) strategies in India’s public health system. A reflexive methodology and the fuzzy Delphi technique were used to identify 32 factors; these factors were weighted using the fuzzy best – worst method and evaluated to develop 18 strategies ranked using a quantitative strategic planning matrix analytical tool. A multiple-level appraisal of health needs, formation of integrated digitalized care pathways, establishment of a national health regulator, intersectoral integration of a unique national health identity, and promotion of health literacy emerged as key strategies for the adoption of CRM in public health systems.

Determinants of Mobile Customer Relationship Management Adoption and Its Impact on Firm Performance in Kenya

ABSTRACT This study investigates the determinants of mobile customer relationship management (mCRM) adoption, and its impact on firm performance measured as sales revenue performance. Data collected from business enterprises in Kenya is analyzed using an instrumental variables endogenous treatment effects model. We find that information technology infrastructure, firm size, and competition are positively associated with the adoption of mCRM. We also find that mCRM has a positive and significant impact on sales revenue performance. We conclude that government investment in information and communications technology infrastructure facilitating the mCRM interface may play a critical role in enhancing firm performance.

A Study on Customer Relationship Management in Banking Sector

ABSTRACT Customer Relationship Management (CRM) plays a pivotal role in the Indian banking sector, offering a strategic approach to managing relationships with customers and enhancing their experience. This paper examines the impact of CRM on the banking industry in India, exploring how it can improve customer satisfaction, loyalty, and overall business performance. The study reviews existing literature and analyzes various aspects of CRM adoption in Indian banks, including challenges such as training, technology adoption, and changing customer expectations. The findings indicate that CRM strategies can significantly enhance the quality of customer service and strengthen customer relationships, leading to higher retention rates and a competitive edge in the market. Despite the challenges in implementing CRM, such as technological constraints and a lack of skilled personnel, the benefits far outweigh the obstacles. Through the effective use of CRM tools and techniques, Indian banks can foster stronger connections with customers, tailor services to individual needs, and ultimately drive growth and profitability. This paper concludes that the adoption of CRM in the Indian banking sector is essential for banks to thrive in a rapidly evolving market. By embracing CRM practices, banks can achieve higher levels of customer satisfaction and loyalty, which are crucial for long-term success in the industry.

INFLUENCE OF THE CHARACTERISTICS OF SMALL AND MEDIUM FAMILY BUSINESSES ON CRM IMPLEMENTATION: A CASE STUDY

Purpose: This paper aims to explore the customer relationship management (CRM) strategies adopted by Family Small and Medium Entreprises (SME), while highlighting the impact of their characteristics and their assets on the choice and the adoption of these CRM strategies. Methodology: Since the unique case study approach allows in-depth, multi-faceted explorations of complex issues, we opted for it as a research strategy in order to develop a detailed understanding of the problem. Therefore, an in-depth case study was carried out within a small and medium family business in Morocco. Findings: Through this study, we have highlighted causal links between the characteristics and specificities of the family SMEs and their impacts on the adoption and implementation of CRM tools and strategies. While some characteristics linked to the nature of family SMEs such as participatory management style, familiness, the desire to transmit the business to future generations and proximity to customers constitute assets for the implementation of CRM, other characteristics, such as the desire to maintain financial independence and recruitment policies that are most often in favor of family members despite their competence, can negatively influence the implementation of successful CRM projects. Implications for Theory and Practice: The results of the present paper allow the authors to draw conclusions that are relevant to both academics and practitioners. As for the theoretical implications, this study highlights the relationship between the characteristics of family SMEs and the choice and implementation of CRM strategies, while relying on their strengths. Furthermore, developing a good understanding of the specificity of CRM adoption and implementation approaches within family SMEs has important managerial implications for family SME decision-makers, as it can help them make better decisions regarding the choice of relevant CRM strategies and to optimize the deployment of available human, financial and technological resources, while relying on their socio-emotional wealth and their motivation to perpetuate the company. Originality: This paper is one of the first to explore CRM strategies adopted by family SMEs. The authors present a conceptual framework that can help researchers and practitioners better understand how the family business nature can influence decisions about CRM tools and strategies implementation.

A multiple-case study on the adoption of customer relationship management and big data analytics in the automotive industry

PurposeThis paper aims at understanding how automotive firms integrate customer relationship management (CRM) tools and big data analytics (BDA) into their marketing strategies to enhance total quality management (TQM) after the coronavirus disease (COVID-19).Design/methodology/approachA qualitative methodology based on a multiple-case study was adopted, involving the collection of 18 interviews with eight leading automotive firms and other companies responsible for their marketing and CRM activities.FindingsResults highlight that, through the adoption of CRM technology, automotive firms have developed best practices that positively impact business performance and TQM, thereby strengthening their digital culture. The challenges in the implementation of CRM and BDA are also discussed.Research limitations/implicationsThe study suffers from limitations related to the findings' generalizability due to the restricted number of firms operating in a single industry involved in the sample.Practical implicationsFindings suggest new relational approaches and opportunities for automotive companies deriving from the use of CRM and BDA under an overall customer-oriented approach.Originality/valueThis research analyzes how CRM and BDA improve the marketing and TQM processes in the automotive industry, which is undergoing deep transformation in the current context of digital transformation.

Factors Influencing Adoption of IoT and Its Impact on CRM in Banks: Examining the Moderating Role of Gender, Age, and Bank Ownership Type

Internet is becoming a part of our lifestyle; however, the usage rate and application of the Internet are disparate in different parts of the world. In many emerging countries, the Internet is yet to penetrate ordinary households. The present study focuses on how IoT adoption impacts the banks’ customer relationship management (CRM) in an emerging market context. Furthermore, the moderating roles of gender, age, and bank ownership type on the relationship between the adoption of IoT and CRM have also been tested. Cost, convenience, social context, and privacy were studied as the predicting variables of IoT adoption, while IoT adoption was investigated as the antecedent of CRM. The CRM variable has been operationalized as a second-order latent construct consisting of three first-order latent variables: responsiveness, satisfaction, and assurance. A cross-sectional, non-probability-based survey was conducted from 467 bank customers of three public and three private sector banks in Aligarh city of India. Two CFA models were run to ensure reliability, validity, and model fit. Hypotheses were tested using structural equation modeling (SEM) on AMOS software, while PROCESS Macro v4.0 by Hayes (2009) was used to test the moderating effect of gender on the relationship between IoT adoption and CRM. The results indicate that cost, convenience, social context, and privacy are positively influencing IoT adoption, which in turn positively affects CRM. Gender and age were found to have a negative moderation effect on the path between IoT adoption and CRM, while bank ownership type positively moderated this link.

The Effect of Sustainability Orientation on CRM Adoption

As research stresses the relevance of sustainability orientation and the necessity of viewing it as a key source of organizations’ competitive advantage, interest in it from a number of academic fields is growing and gaining ground. Furthermore, organizations are under tremendous pressure to be more socially responsible and environmentally sustainable while staying customer-focused. This has resulted in the development of the practice of customer relationship management (CRM) towards sustainability, which considers social, economic, and environmental implications while developing fruitful, long-term customer relationships. The main goal of this study was to determine whether there is a relationship between individuals’ sustainability beliefs and their intention to use CRM systems (intention) and commitment to organizations that provide CRM systems (commitment). It is proposed that sustainability orientation indirectly predicts two outcome constructs, intention and commitment, through two mediators, namely, attitude towards using CRM systems and trust in firms providing such systems. The data were collected from Australia using an online survey panel with a total of 303 completed responses. The results showed that the hypothesized relationships between sustainability orientation and attitude towards using CRM systems and trust in the firms providing CRM systems were all significant and in the proposed direction. Attitude and trust were found to significantly affect intention to adopt CRM systems and commitment to the firms that provide such systems, confirming the hypothesized mediation role of attitude and trust. Furthermore, this mediation was partial since there were significant and direct relationships between sustainability orientation and the two outcome constructs, intention and commitment.

The application of the TOE framework to the adoption of CRM by SMEs in KwaZulu Natal

Purpose: Small And Medium Enterprises (SMEs) play an important role in the development of economies despite a plethora of problems that stifle their growth. The study unpacked the application of the Technological, Organisational, Environmental (TOE) framework as a guide for the adoption of CRM strategies.
 Design/methodology/approach: A quantitative research method was used to evaluate these factors. The adoption of Customer Relationship Management (CRM) is one of the solutions that can help SMEs to endure and overcome economic hardships.
 Findings: The benefits that can be derived from CRM are too compelling to pass up the opportunity and indeed, the future prosperity of SMEs may lie in CRM adoption.
 Research limitations/implications: Even though technological, environmental, organisational factors are paramount, education, stood out as the major driver of adoption.
 Practical implications: This study therefore concludes that the TOE framework needs to be extended by education and contextualised to the geo-political and social settings of the SMEs under investigation.
 Originality/value: This paper is original
 Paper type: a Research Paper

A Study of Customer Relationship Management and Customer Preferences in Apparels with Special Reference to Chennai Retail Stores

Customer Relationship Management (CRM) is a comprehensive approach to developing, sustaining, and expanding customer relationships. Customer relationships, on the other hand, are not widely considered in the businesses of small street vendors. The customer relationship management adoption process in small businesses and the goal of this paper is to expand knowledge and provide a better understanding of the CRM adoption process through an empirical study in Chennai and also particularly bring out the most effective practice that influences customers shopping decision. The Indian apparel retail sector is booming, leading to intense competition. The companies are tailoring CRM initiatives to increase their customer base. The customer’s role is crucial in maintaining long term profitable relationships with the customers. This research attempts to study various touchpoints related to apparel retailing. The study aims at establishing the importance of customer touchpoints in CRM.

Factors Influencing Customer Relationship Management System Adoption in Palestinian Small and Medium Enterprises: Experts Verification using Interquartile Range

Customer relationship management (CRM) refers to the practices, strategies, and technologies used by firms and businesses to manage and analyze customer interactions and data through the customer lifecycle. The main purpose of this study is to explore the influences of determinant factors on CRM adoption in Palestinian small and medium enterprises. This article summarizes the findings of previous studies that analyze the challenges associated with CRM utilization and Adoption. More than 100 studies were examined to find the primary variables for effective CRM adoption in various regions to discover the main aspects that influence the success of CRM adoption. The findings of this study show that the compatibility, information technology infrastructure, complexity, relative advantage, security, top management support, information policies, employee engagement, financial resources, customer pressure, and competitive pressure may all be used to predict CRM adoption among Palestinian SMEs. The study has implications for policymakers and top-level managers of SMEs to structure their activities in relation to CRM adoption based on the level of the factors examined.

Understanding social customer relationship management adoption: qualitative insights

ABSTRACT Acknowledging that research on social customer relationship management (CRM) adoption remains scant, grounded in the theoretical perspectives of dynamic capabilities and technology adoption, and exploratory results from a field investigation of twelve firms drawn from a single industry, we identify and group relevant variables that potentially influence social CRM adoption into nine first-order categories. This qualitative picture can be used as a theoretical basis for studying social CRM adoption. Extending practitioners’ understanding of the nature of these categories may lead to better insights into how social CRM adoption can be managed more effectively.

A survey on adoption factors of cloud-based enterprise systems and their differences in Iranian SMEs

This paper documents the difference between adoption factors in cloud-based enterprise systems (ES) in small and medium organisations [small and medium-sized enterprises (SMEs)] in Iran. These factors include enterprise resource planning (ERP), supply chain management (SCM), and customer relationship management (CRM). To assess the determinants that influence the adoption of cloud-based ES, a research model based on the innovation characteristics from the diffusion of innovation (DOI) theory and the technology-organisation-environment (TOE) framework was developed. The results of the field study among 200 Iranian SMEs revealed that while top management support has the greatest impact on cloud SCM, relative advantage has the most impact on cloud CRM adoption. Moreover, technological readiness was identified as the most effective factor in the adoption of cloud ERP among SMEs.

Guidelines Penerapan Customer Relationship Management (CRM) Untuk Meningkatkan Keberhasilan Organisasi Dengan Metodologi Iris Dan Six Sigma

The business environment requires organizations to have access to important and up-to-date information about their customers. Customers are one of the most important factors in today's business environment. Completeness, accuracy, up-to-date and customer information across all functions and parts of the organization is mandatory. Customer Relationship Management (CRM) can be an initiative to become a top priority in business, especially in terms of helping organizations identify and adapt to their customer needs, improve customer satisfaction, and retain existing customers.There are several well-known methodologies in implementing CRM, including methodology. Iris and the Six Sigma Methodology. There are several important points on which to base the comparison between the two methodologies including Critical Success Factor, Strength, Weakness and Organization. The Iris methodology emphasizes the integration of strategic aspects and CRM technology as one of the most attractive factors in the use of customer-oriented CRM but has many weaknesses such as limited consideration of Critical Success Factor (CSF), the user is not involved in the design of the CRM system, there is no indication or measures for user acceptance, and limited validation of methodologies for small and medium enterprises. The Six Sigma methodology has strong points in driving CRM implementation but there are many weaknesses such as limited consideration of CSF, limited validation of the methodology, the user is not involved in the design of the CRM system, and no indication or measurement of user acceptance of the methodology. The close link or integration between Iris and Six Sigma methodologies can be an effort to run a CRM system effectively and efficiently. This linkage will enable organizations to implement CRM from both a customer-oriented perspective that focuses on managing customer knowledge to anticipate future customer needs (TO-BE), establishes a clear pathway in CRM implementation that focuses on the successful adoption and implementation of CRM, prepares end users. order to be trained for the implementation of CRM, and determine the readiness of assessment of technology and organization in implementing CRMKeywords : CRM, Iris, Six sigma

ICT-enabled CRM system adoption: a dual Indian qualitative case study and conceptual framework development

PurposeThe paper aims to develop a comprehensive framework for adopting an information and communication technology (ICT)-enabled customer relationship management (CRM) system, toward strengthening and expanding the customer basis of the organization.Design/methodology/approachAdvanced ICT-enabled CRM includes mobile CRM, AI integrated CRM and social CRM and several business organizations have already started exploring their advanced utilization for direct financial gain and indirect “soft” benefits. Most of them, however, are challenged in the process, due to lower-than-demanded adoption of such CRM systems. To deal with the issue, the paper methodologically applies a dual qualitative case study approach that ultimately develops an advanced comprehensive CRM adoption framework.FindingsThe key findings pertaining to the evaluation of organizations’ readiness to adopt advanced ICT-enabled CRM systems in terms of infrastructure and resources, the identification of the critical functional areas of the organization’s focus and the differences in the requisite approaches across industries and organization types.Practical implicationsIn the context of the internet and social media, the analysis and management of customer big data and their transcription into useable information is crucial. Traditional and conventional CRM was deemed unable to address this need, thus necessitating the use of advanced ICT-enabled CRM. The proposed corresponding framework tangibly and practically, thus, directs businesses toward the successful deployment of ICT-based CRM systems.Originality/valueThis study constitutes a novel attempt to identify the issues of deployment of ICT-based CRM systems in an organization and proposes a comprehensive framework, which will enable organizations to overcome the barriers when adopting a new system.

The Influences of Knowledge Management and Customer Relationship Management to Improve Hotels Performance

The motivations for a company to adopt Knowledge Management (KM) and Customer Relationship Management (CRM) systems can be very varied, which brings an additional complexity to the adoption decision. It is important to understand the main drivers of KM and CRM adoption so that companies can better target their performance indicators. However, the influence of KM on organization performance in hotel industry has received less attention. In addition, the relationship between CRM technology and hotel performance is still ambiguous. In the right context, this paper tends to bring attention to the influences of KM and CRM to improve hotels performance. It presents and discusses the main findings of a study undertaken among a sample of large hotels Algerian, identifying and discussing the main motivations for KM and CRM systems utilization and adoption in order to improve hotels performance. A survey of 80 hotels executives was conducted on hotels operating in the Algeria west territory. In short, the results of this study may help these businesses to effectively use KM and CRM, so as to improve hotels performance and subsequently create a sustainable competitive advantage.

CRM adoption factors in the gaming industry

The aim of this paper is to evaluate critical success factors and investigate the benefits that might be gained by adopting Customer Relationship Management (CRM) in the gaming industry from the perspective of individuals involved in the process of adopting the CRM. A total number of 109 casinos’ managers from all over the world have been surveyed about the factors’ importance for the CRM adoption. Based on the multiple regression and ANOVA analysis, an estimated function of the influence of the most important umbrella factors – human, project and technological, for the success of CRM project in a company has been formulated. The highest rated elements in successful cases of CRM adoption are almost entirely bound to human factor. CRM systems are estimated to evolve further into a direction of individual customer experience management and become more and more intelligent, integrated and data-driven.

Analyzing antecedents affecting the organizational performance of start-up businesses

Purpose The purpose of this paper is to depict the effects and relative importance of technological, organizational, environmental and managerial factors on the organizational performance of start-up businesses. Design/methodology/approach This research’s primary data was collected from 389 start-up companies in Malaysia. Principle component analysis and the orthogonal model with Varimax rotation method are used to perform exploratory factor analysis test. Structural equation modelling is also used in confirmatory factor analysis to explore the relationships between independent and dependent variables. Findings The findings suggest positive effects of technological and environmental characteristics on the organizational performance of start-up businesses. The managerial characteristics do not have any positive effect on the organizational performance of start-up businesses. The organizational characteristics split into two parts: the availability of internal financial resources, which positively affects the organizational performance of start-up businesses; and the availability of business incubation, which does not have any important effect. Moreover, start-up companies should choose the one with the highest perceived advantage as it would have the most significant positive effect on their organizational performance. In addition, it was detected that venture capitalists’ (VCs) support has the most positive influence on organizational performance and social customer relationship management adoption even more than governmental supports in the context of Malaysia. Originality/value The proposed framework of this research can be used not only as a research tool for examining determinant factors affecting organizational performance of start-up businesses but also by governments, VCs and other investors to detect best-performing start-up businesses.

Exploring Social Customer Relationship Management Adoption in Micro, Small and Medium-Sized Enterprises

With the emergence of social media, customer relationship management has undergone noticeable changes and gained a great deal of attention from researchers and practitioners in recent years. In this paper, we provide additional insights into how intensively business-to-customer micro, small and medium-sized enterprises adopt social customer relationship management. Based on the literature review and insights from interviews with six micro, small and medium-sized enterprise owners/managers, we developed a conceptual research model that integrates the antecedents, intensity of social customer relationship management adoption, and performance outcomes. For the intensity of social customer relationship management adoption, we applied process-based conceptualization consisting of the customer engagement process and customer data management process. Then we empirically tested a conceptual research model by using data collected in a survey of 119 micro, small and medium-sized enterprises in Slovenia. We found that not all antecedents are equally relevant to both processes of the intensity of social customer relationship management adoption. Additionally, we found that the intensity of social customer relationship management adoption has a positive effect on customer relationship performance. Based on these findings, we provide recommendations for further research and offer practical implications for micro, small and medium-sized enterprises considering social customer relationship management adoption.

A Survey on Adoption Factors of Cloud-based Enterprise Systems and Their Differences in Iranian SMEs

This paper documents the difference between adoption factors in cloud-based enterprise systems (ES) in small and medium organisations [small and medium-sized enterprises (SMEs)] in Iran. These factors include enterprise resource planning (ERP), supply chain management (SCM), and customer relationship management (CRM). To assess the determinants that influence the adoption of cloud-based ES, a research model based on the innovation characteristics from the diffusion of innovation (DOI) theory and the technology-organisation-environment (TOE) framework was developed. The results of the field study among 200 Iranian SMEs revealed that while top management support has the greatest impact on cloud SCM, relative advantage has the most impact on cloud CRM adoption. Moreover, technological readiness was identified as the most effective factor in the adoption of cloud ERP among SMEs.

The Adoption of CRM Initiative among Palestinian Enterprises: A Proposed Framework

Aim/Purpose: This study aimed to examine the relationships among compatibility, relative advantage, complexity, IT Infrastructure, security, top Management Support, financial Support, information Policies, employee engagement, customer pressure, competitive pressure, information integrity, information sharing, attitude toward adopting technology factors, and CRM adoption Background: Customer relationship management (CRM) refers to the use of the process, information, technology, and people for the management of the interactions between the organization and its customers. Therefore, there is a need for SMEs to implement CRM practices in their businesses for competitive advantage. However, in developing nations, the adoption rate of such practices remains low. This low rate may be attributed to the lack of important factors that guide CRM adoption, and as such, the present study attempts to investigate the factors affecting CRM adoption in Palestinian SMEs. This paper used the Diffusion of Innovation Theory (DOI), Resource-Based View (RBV), and Technology, Organization, and Environment Framework (TOE) framework to identify the determinant factors from the technological, organizational, environmental, and information culture perspectives. Methodology: This study uses a quantitative approach to investigate the relationships between the variables. A questionnaire was designed to collect data from 420 SMEs in Palestine. 331respondents completed and returned the survey. The Partial Least Square-Structural Equation Model (PLS-SEM) approach was used to assess both the measurement and structural models. Contribution: This study contributes to both theory and practitioners by providing insights into factors that affect CRM adoption in Palestinian SMEs, which did not explore before. Future research suggestions are also provided. Findings: The results of the study prove that the adoption of CRM depends on compatibility (CMP), security (SEC), top management support (TMS), information policies (INP), financial resources (FR), employee engagement (EEN), competitive pressure (COP), customers pressure (CUP), attitude toward adopting technology (ATA), information integrity (INI), and information sharing (INS). Surprisingly, complexity (CMX), IT infrastructure (ITI), and relative advantage (RLA) do not play any role in CRM adoption in Palestine. Recommendations for Practitioners: This study provides practitioners with the important factors for CRM adoption upon its successful implementation in the context of Palestinian SMEs. Recommendation for Researchers: Our findings may be used to conduct further studies about compatibility, security, top management support, information policies, financial resources, employee engagement, competitive pressure, customers pressure, attitude toward adopting technology, information integrity, information sharing factors, and CRM adoption by using different countries, procedure, and context. Impact on Society: The proposed framework provides insights for SMEs which have significant effects for research and practice to help facilitate the adoption of CRM Future Research: The findings may also be compared to other studies conducted in different contexts and provide deeper insights into the influence of the examined contexts on the employees’ intention toward CRM adoption in banking and universities. It would be fruitful to test whether the results hold true in developed and developing countries.