CRM Adoption Research Articles

An empirical evidence on the impact of social customer relationship management on the small and medium enterprises performance

Social media has swiftly established itself as a primary source of products’ information for customers. Nowadays, Small and Medium-size Enterprises (SMEs) can use social media to develop Customer Relationship Management platforms (social CRM). Firms, particularly SMEs in developing countries need to understand the factors affecting their performance by implementing social CRM. However, there is a dearth of awareness on the impact of social CRM on the performance of SMEs. This study proposes an integrated model that aims to investigate the effects of social CRM on SMEs’ performance. The model is constructed by incorporating three dominant theoretical frameworks: the Fit-Viability Model (FVM), Network Externalities, and the Resource-Based View (RBV). A cross-sectional survey was used to gather data from 149 SMEs managerial staff. Findings revealed that almost 50% of the variability in the performance of SMEs is explained by the fitness and viability of social CRM. In addition, network externalities of social media significantly impact the social CRM fitness in the context of SMEs with path coefficient 0.617. Furthermore, the internal financial resources factor makes sCRM viable for SMEs as the results show significant relationship between the internal financial resources and the sCRM viability with 0.536 path coefficient. Manager innovativeness, IT knowledge, top management support, and government assistance, on the other hand, do not contribute significantly to the viability of social CRM for SMEs. The model aids SMEs in making well-informed decisions regarding the adoption of social CRM by evaluating both the suitability of social media for CRM tasks and the enterprise preparedness to implement social CRM, leading to enhanced performance.

The Fear of Critical Race Methodologies

AbstractCritical race methodologies (CRM), which prioritise the experiences and knowledge of racialised peoples, have become a useful tool to identify and acknowledge racialised power relations in all aspects of the research process. However, engaging with these methodologies requires researchers to not only move away from western scientific research methodologies, which have historically excluded the knowledges and lived experiences of racialised peoples, but confront the legacy of methodological Whiteness. To explore this further, this article takes a self-reflexive account on why International Non-Governmental Organisations [(I)NGOs], who have a long history of (re)producing harmful images of racialised peoples, fear the adoption of CRM based on this tension. Drawing on Bantu Steve Biko’s and Lewis Gordon’s conceptualisation of racism, fear and Black Consciousness, this paper argues that CRM should not be seen as an attack on methodological Whiteness, but an opportunity to advocate for a sector-wide introspection on the methodological choices which not only centre on the inclusion of marginalised voices, but recognise the need for a redistribution of power to challenge prevailing hierarchies within (I)NGOs.

The Role of CRM Adoption in the Relationship between Technology-Organisation-Environment Theory Constructs and Digital Entrepreneurship: An Applied Study on the Higher Educational Sector in Egypt

The Role of CRM Adoption in the Relationship between Technology-Organisation-Environment Theory Constructs and Digital Entrepreneurship: An Applied Study on the Higher Educational Sector in Egypt

The Relationship Between Social CRM Adoption and Competitive Advantage

In today's world of global competition, every business must be able to maintain a competitive advantage in both goods and services. Because of the rapid spread of COVID-19 beginning in the year 2020, small and medium-sized enterprises or SMEs have attempted to improve the flow of communication with their customers using social customer relationship management. There is a lack of knowledge about how social CRM can be effective for SMEs during the COVID-19 outbreak to increase customer focus, despite the growing interest in the adoption of social media by corporations. Much less is known about the factors that impact SME decisions to adopt social CRM and the impact that these factors have on competitive advantage in the event of the COVID-19 outbreak. Accordingly, the authors aim to conduct an empirical investigation into the role that social media can play, which has a significant impact on the management of customer relationships in SMEs.

Impact of Customer Relationship Management, Technological Turbulence, and Customer-Centric Management on Financial Performance

CRM improves competitiveness. To adopt CRM, you must know client wants and trends. Technological Turbulence plays a vital role in the adoption of CRM. The research examines how internal/external information integration and supply chain performance affect corporate finances. Primary data was collected from the service sectors in Lahore. Questionnaires were spread around 150 and collected 121 valid responses. The demographic analysis was performed on SPSS. Regression and correlation analysis were performed on Smart-PLS (3.0). From B2C perspective, CRM adoption has a significant positive impact on organizations performance in the service industry. CRM adaptation is primarily focused and should be discussed within the organisation for a more effective approach. Thus, technological turbulence and internal/external information integration have a bad impact on the financial performance of a company. The results show that IEII doesn’t have an influence on financial performance. This study is valuable for the industry, such as banks or other business-to-customer (B2C) firms.

New era in healthcare marketing through digital transformation and CRM

Customer Relationship Management has drastically evolved as a new marketing domain and has already been implemented in all major industries. The technological innovations through CRM systems has already proven successful in the financial and manufacturing domains. And the past one year has seen the drastic technological implementations in the healthcare sector. The purpose of this research is to evaluate the impact of CRM implementations in the hospitals and also to through light how the national e-health card mission of Govt. of India will open the doors to new era of healthcare marketing. The research discusses the benefits and factors that contribute to an increase in adoption of CRM in the hospitals. The research will be based on secondary data analysis integrated with initial primary data collection to determine the impact of CRM and national digital health mission. The study propose adoption procedure of CRM and its key benefits to the healthcare industry. The research will add significantly to the literature of technological innovations for the healthcare industry.

Multivariate Analysis: Investigating the Adoption of Customer Relation Management System among the Business Establishments in Butuan City, Philippines

The purpose of this study was to determine the usefulness of different types of multivariate analyses in predicting CRM system adoption among selected commercial establishments in Butuan City, Philippines. The researchers employed the Technology Acceptance Model (TAM), and the Technology-Organization-Environment (TOE) were used as independent variables, the Diffusion of Innovation (DOI) was used as a mediating variable, and respondents' profile was used as a moderating variable. The researchers generated empirical data for both descriptive and correlational analyses by utilizing the Multiple Regression Analysis (MRA) model, Hierarchical Regression Analysis (HRA) moderation, Hierarchical Regression Analysis (HRA) mediation analysis, and Analysis of Variance (ANOVA) techniques. The researchers were able to collect 148 responses out of 1,765 registered business establishment in Butuan City, and data were treated with different type of statistical tools. The descriptive information about CRM system acceptance using technology-organization-environment framework, most of the business establishments responses are verbally interpreted as “acceptable”, while the features of CRM system such as compatibility, relative advantage, and complexity are verbally interpreted as “high” and the possibility of adopting CRM system is verbally interpreted as “influential” indicating that the factors included in technology adoption models are effective in projecting the intended results while most of the organizations agreed that CRM system can help them in improving their business performance while providing better customer service and customer relationship management. The results of ANOVA test showed that there are no significant differences on the assessment of the features of CRM system indicating that most of the respondents agreed that CRM system can have value in their business once it is implemented in their respective organization. The overall likelihood of CRM adoption among the business establishments showing R-squared of .863 indicating that the MRA model predicted 86 percent of the variance in technology adoption core contexts model that can explain factors influencing business establishments in Butuan City to implement CRM system as part of their marketing strategy. The HRA moderation model showed that the respondent’ profile cannot moderate the relationship between the level of technology adoption contexts and the possibility of CRM system adoption showing new finding. The mediation analyses revealed that perceived features of the CRM system have no significant effect to the relationship between the level of technology adoption contexts and the possibility of CRM system adoption the finding contradict to the previous study where in the CRM system features can influence to adoption. The findings have practical implications for business owners considering CRM adoption as part of their marketing strategy. Though the researchers believed that this study has contributed a lot to the body of knowledge of CRM system adoption both in local and international context and were able to expand the TAM and TOE frameworks through adding constructs that are relevant to the study, the results of interpretations and analyses are still not enough because of limited sample size, limited coverage on target population, and some factors in technology acceptance models are not included in this study. Future researchers may consider including the technology adoption classifications, the process of technology diffusion, system risks, and link it to the framework such as business performance.

Factors affecting the adoption of cloud-based CRM in small and medium enterprises

Factors affecting the adoption of cloud-based CRM in small and medium enterprises

Factors affecting the adoption of cloud-based CRM in small and medium enterprises

Factors affecting the adoption of cloud-based CRM in small and medium enterprises

Adoption of Ubiquitous CRM for Operational Sustainability of the Firms: Moderating Role of Technology Turbulence

Ubiquitous CRM (UCRM) enhances customer relationship management. It can sense customer needs and demands, to which firms can respond quickly. Therefore, UCRM helps to improve a firm’s agility. There is a growing interest among researchers and practitioners to understand how the adoption of UCRM impacts the sustainability of firms’ operations, but not many studies have investigated this issue. In this context, the aim of this study is to examine how firms’ absorptive capacity and dynamic capability could impact the adoption of UCRM to influence the operational sustainability of the firms and their performance. The study also investigates the moderating role of technology turbulence on the relationship between a firm’s operational sustainability and its performance. Using absorptive capacity theory and dynamic capability view theory and reviewing the existing literature, we developed a conceptual model. The model was then validated using a structural equation modeling technique considering 309 usable respondents from different firms that use UCRM for their operational activities. The study found that firms’ absorptive capacity and dynamic capability significantly and positively impact the adoption of UCRM, which in turn significantly and positively impacts firms’ operational sustainability and improves their performance. The study also shows that there is a significant moderating role of technology turbulence on the relationship between operational sustainability and firm performance.

Adoption Model of Social Customer Relationship Management in the Palestinian Banking Sector

Social CRM is a new technology that integrates social networking activities within traditional CRM itself. Social media might be the most effective strategy in the context of CRM technology concerning the availability of efforts and time by owners. Therefore, it’s important for financial institutions to take advantage of it upon this opportunity by considering social CRM as part of development and enhancing relationship with their customers. Nevertheless, little empirical studies have focused on adoption of social CRM in banking sector. This research paper aims to investigate the factors that impact banks’ intention to adopt social CRM, based on combining the Technology-Organization-Environment (TOE) with Technology Acceptance Model (TAM) as the theoretical framework. TOE variables such as top management support and relative advantages found to have a direct impact on the two TAM mediating variables (perceived usefulness and perceived ease of use), and an indirect impact on social CRM adoption. Further, results suggested that consumer pressure and competitive pressure have a direct impact on social CRM adoption. The researcher tested the hypothesis using structural equation modeling (SEM). The findings from a survey of 220 employees in banks in Palestine showed that all eight hypotheses were supported as both consumer pressure and competitive pressure in the environmental context have a significant direct impact on social CRM adoption intention, followed by top management support in organizational and technological contexts; relative advantages have the most significant impact on perceived ease of use and perceived usefulness which in turn, have a direct and significant impact on social CRM adoption intention. The contribution of the study, limitations, future studies and conclusion are presented. 

The determinant factors for the adoption of CRM in the Palestinian SMEs: The moderating effect of firm size.

CRM adoption can provide innumerable benefits to the SMEs performance, including solving customer problems in a timely manner, enhancing customer satisfaction by appointing an expert to solve issues and queries, and the like. This study aims to examine the moderating effects of the firm size in the adoption of CRM in the Palestinian SMEs. A quantitative approach was used to investigate the relationships between the variables, which are compatibility, IT infrastructure, complexity, relative advantage, security, top management support, customer pressure, and competitive pressure. A questionnaire was designed to collect data from 420 SMEs in Palestine. A total of 331 respondents 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. The Diffusion of Innovation Theory (DOI) and Technology, Organization, and Environment Framework (TOE) framework were employed to identify the determinant factors from the technological, organizational, and environmental perspectives. The findings and conclusions of this study provide show that the moderating effect of firm size has significant effect compatibility, top management support, customer pressure, and IT infrastructure factors.

Social CRM in SMEs: A Systematic Literature Review

Abstract Small and medium-sized enterprises (SMEs) are the prime movers of economic progress. The pace of digital disruption enables SMEs to innovate and flourish by strategically combining social media use with customer engagement activities. In recent academic literature, this innovation phenomenon has been acknowledged as social customer relationship management, namely social CRM. Thus, given the importance of SMEs in the world economy and capability of social media to create business value, this paper aims to determine the status quo of research on social CRM adoption in SMEs and reveal any interpretable trends and patterns. This study contributes to theory and practice by systematically reviewing 22 articles published between 1 January 2014 and 30 April 2020. Using a CRM system life-cycle model proposed by Bibiano and Pastor [1], articles are classified according to the CRM life-cycle phases: adoption decision, acquisition, implementation, use and maintenance, evolution, and retirement.

CRM dimensions and performance of SMEs in Yemen: the moderating role of human capital

PurposeThis paper examines the interaction of human capital and CRM on the performance of SMEs in Yemen.Design/methodology/approachThe study used a quantitative approach in investigating the interacting effect of human capital on the relationship between CRM and SMEs' performance in Yemen. The PLS-SEM analysis was performed to test the hypotheses.FindingsIt was observed that key customer focus, technology-based CRM and CRM knowledge management were effective drivers of SME performance, but not CRM organization tools. It was also ascertained that human capital has no moderating effect on the key customer focus and knowledge management relationships with performance, although it does moderate the relationships between performance and CRM organization and technology-based CRM respectively.Research limitations/implicationsBecause this study is limited to manufacturing SMEs in Yemen, the results cannot be generalized to other types of industry such as services, whose structure and vision differ from those of manufacturing SMEs. While the current results may be appropriate for SMEs in other developing countries, the researcher believes they are unsuitable for SMEs in advanced economies with different financial structures and employee and management cultures.Practical implicationsThe empirical insights of this study are valuable for the owners, managers and professionals in the SMEs manufacturing sector in developing countries, to enrich their organizational performance through CRM adoption, while considering the moderating effect of human capital.Originality/valueThis is the first empirical work to confirm way the main drivers of human capital, including in the analysis the impact of CRM dimensions and SME performance, in the context of the manufacturing sector. In support of an original conceptual model, the insights contribute to the literature on CRM, SMEs in the manufacturing sector, human capital and emerging economies.

The impact of mobile customer relationship management (mCRM) on sales collaboration and sales performance

In our study, a measure of Mobile CRM (mCRM) is adapted and applied to salespeople in a business-to-business sales context. We propose a research model that integrates Technology Acceptance Model and DeLone and McLean’s IS success model to investigate the impact mCRM has on sales performance. Relationships with sales business process, traditional CRM use, collaboration and sales performance are conceptualized and tested. Results suggest that sales performance is highest when digital tools such as mCRM are supported by sales process. Results also suggest that mCRM impacts the relationship performance with customers when collaboration mediates the relationship. Overall, the research empirically demonstrates that mCRM plays an important role in traditional CRM adoption and in sales performance when sales process capabilities and collaboration are involved.

Knowledge management in improving business process: an interpretative framework for successful implementation of AI–CRM–KM system in organizations

PurposeThe purpose of this paper is to identify the critical success factors (CSFs) for AI-integrated CRM system for better knowledge management (KM) in organizations to improve business process.Design/methodology/approachThe factors critical for adoption of AI-integrated CRM system for efficient knowledge management are innumerable. The salient factors may be identified by several means. Methods like brainstorming and Delphi have been applied here. Sixteen CSFs have been identified. Then the interrelationship among these 16 factors, levels of their importance and the principal driving factors have been established by interpretative structural modelling (ISM) methodology.FindingsThe results show that out of 16 CSFs, leadership support, adequate fund and support of functional area leads are the most important CSFs for AI–CRM–KM integration.Practical implicationsThe results show that support of top management is essential for successful adoption of AI-integrated CRM system for better knowledge management to improve the business process.Originality/valueThis paper has taken a novel attempt to identify CSFs for AI-integrated CRM adoption for efficient knowledge management system in organizations for improvement of business process and to establish interrelationship among those CSFs with the help of ISM methodology.

Impact of CRM adoption on organizational performance

PurposeCustomer relationship management (CRM) is instrumental to attain and sustain organizational competitive advantage. Innovation in terms of CRM adoption is the key to gain competitive advantage, and being innovative is dependent on how well organizations know about changing demands of customers and their changing ways to gain access to the market. There is hence a need to develop ongoing empirical insights from diverse management perspectives into the effect of CRM adoption on organizational performance. In this context, the purpose of this study is to develop empirical insights in relation to the moderation of technological turbulence in the banking sector.Design/methodology/approachPrimary data were collected and analyzed from 277 CRM staff-members of the banking sector in Pakistan to test a conceptual model. Frequencies of demographics are calculated with correlation and regression analyses using SPSS. The correlation analysis was performed to identify the direction that exists between the dependent and independent variables, and the regression analysis was performed to study the strength/intensity of the independent variable over the dependent variable. Moderating regression analysis was performed to find the moderation effect of technological turbulence on CRM adoption and organizational performance.FindingsThe CRM adoption has a critical positive impact on organizational performance in the settings of business-to-customer (B2C) perspective in the banking sector. Moreover, the results uncover that improved client satisfaction through CRM adoption prompts better organizational performance in the B2C organization. The authors also have found that technological turbulence has a negative guiding impact on the association linking with CRM adoption, as well as organizational performance.Research limitations/implicationsThe conceptual model that is proposed in this study and supported by empirical insights offers researchers to develop future research studies on the moderating role of technological turbulence to analyze the influence of CRM adoption on organizational performance.Practical implicationsThe empirical insights of this study are valuable for the professionals in the banking sector and other B2C organizations to enrich their organizational performance through CRM adoption while considering the moderating role of technological turbulence.Originality/valueBased on an empirical study, in support of an original conceptual model, the insights of this paper contribute to the extant literature in the CRM, bank marketing and management, service management, B2C marketing and the emerging economy knowledge streams.

Current Trend and Literature on Electronic CRM Adoption Review

Electronic Customer Relationship Management (e-CRM) is a collection of processes, concepts, and tools that allow an organization to maximize their e-business applications. The purpose of e-CRM is not only to bring about changes in the area of marketing, but also to improve the company’s efficiency in managing customers, then to increase customer service, safeguard precious customers, and to help provide organizations with analytic capabilities. The various opportunities provided by e-CRM including interactive and improvised customer relationships, managing customers’ touch points and personalization options, even more than that, are a powerful way to gain a competitive advantage. Computer technology including customer profiles, decision support, and data warehouses are all applicable in e-CRM, however, web and computer related development make various additional technologies applicable to e-CRM. Such as voice portals (Interactive Voice Response), bots, virtual customer representatives and web phones (IP Telephony/VoIP). This study provides an analysis and review of e-CRM and its technologies. The 14 papers are the ones that satisfied the inclusion criteria used to select systems for the study. The summary of findings shows that the latest e-CRM technology has its advantages in helping customer service and the benefits of e-CRM from various aspects such as current challenges, developments, comparison between CRM and e-CRM, benefits, impacts, customer relationship, customer satisfaction and the importance of e-CRM. The result of this survey will give future direction to potential.

Understanding CRM adoption stages: empirical analysis building on the TOE framework

Despite the considerable benefits of CRM, there is a paucity of research considering CRM adoption stages (evaluation, adoption, and routinization). Thus, we developed a conceptual model using the technology-organisation-environment (TOE) framework to examine the antecedents that affect CRM adoption stages in firms. We used partial least squares structural equation modelling (PLS-SEM) with data from 277 firms to test the conceptual model. Data quality and integration, top management support and competitive pressure positively influence CRM evaluation. Technology competence, data quality and integration, top management support and CRM evaluation positively influence CRM adoption. However competitive pressure negatively affects CRM adoption. Finally, competitive pressure and CRM adoption positively influence CRM routinization. Interestingly, each included construct influences every CRM adoption stage differently.

Examining CRM and ECRM Adoption by Greek Firms

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.