Investigating the antecedents to the adoption of SCRM technologies by start-up companies

Despite their fairly recent emergence, start-up companies now play an important role in the economic development of countries around the globe. These companies have fewer tangible assets and capital, and therefore, the efficient delivery of services and products is a key business priority for them. Customer relationship management (CRM) technologies, which are designed to facilitate customer engagement during the design, development and delivery of services and products may play a significant role in the success or failure of start-up companies. Developments in new communication technologies have transformed traditional CRM into electronic CRM (eCRM), mobile CRM (mCRM); and more recently, social CRM (SCRM). However, there remains very little understanding of the factors affecting SCRM adoption in start-up businesses. The relative newness of SCRM technologies, coupled with the swiftly evolving nature of start-up companies: which has made them difficult cases to study – has limited the amount of research undertaken in this area. This paper aims to close this gap by proposing a framework that depicts the factors affecting start-up companies’ intention to adopt SCRM applications, and explores the relative importance of these factors. Inspired by an extended Technological, Organisational and Environmental (TOE) framework, this paper investigates effects of technological characteristics (TC), organisational characteristics (OC), environmental characteristics (EC) and managerial characteristics (MC) on start-up companies’ intentions to adopt SCRM applications. The results outlined in this research indicate that the observability, compatibility and trialability of SCRM solutions positively affect SCRM adoption in start-up businesses. Moreover, the availability of internal financial resources has a similarly positive effect. When considering environmental characteristics, it was found that support from venture capitalists, crowd funding support, governmental support, business angels support and external pressure all positively affect the intention to adopt SCRM applications within start-up businesses

L’analyse des variables explicatives de l’adoption du Social CRM par les PME de Tourisme au Maroc : Résultats d’une étude exploratoire

Le « Social CRM » est un nouveau paradigme qui a récemment émergé pour décrire l’utilisation des médias sociaux en faveur de la gestion de la relation client. Aujourd’hui, le « Social CRM » offre aux entreprises l’opportunité d’être à l’écoute des clients et de pouvoir créer de la valeur en partenariat avec eux. L’objectif de ce papier est d’expliquer l’adoption du « Social CRM » par les PME de tourisme au Maroc. Il propose un modèle conceptuel regroupant différents facteurs déterminants de l’adoption, et qui a pour fondement théorique la théorie d’adoption des innovations de Rogers et le cadre TOE de Tornatzky and Fleischer 1990. Pour apporter des éléments de réponse à notre problématique de recherche, nous avons mené une première étude exploratoire auprès d’une dizaine de PME à la région Tanger-TétouanAl Hoceima. L’analyse des résultats a été faite à l’aide du logiciel N vivo12. L’analyse a montré que les principaux facteurs influençant l’adoption du « Social CRM », sont le soutien du Top Management, les connaissances des employés en SI, l’avantage relatif, la compatibilité, la facilité d’utilisation, la testabilité, l’observabilité des résultats, et la pression concurrentielle. Aussi bien, un nouveau groupe de facteurs est à ajouter au modèle initial qui sont les caractéristiques liées au dirigeant de la PME. Pour pouvoir généraliser les résultats, une nouvelle étude quantitative confirmatoire sera mise en œuvre à l’échelle nationale. « Social CRM » is a new paradigm that has recently emerged to describe the use of social media for Customer Relationship Management. Today, the “Social CRM” offers companies the opportunity to communicate with customers and create value in partnership with them. The purpose of this paper is to explain the adoption of “Social CRM” by tourism SMEs in Morocco. It proposes a conceptual model of different adoption determinants, based on the theoretical theory of adoption of Rogers innovations and the Tornatzky and Fleischer 1990 TOE framework. To provide some answers to our research problem, we conducted an initial exploratory study among a dozen SMEs in the Tangier-Tetouan-Al Hoceima region. The results were analysed using the N vivo12 software. The analysis showed that the main factors influencing the adoption of the «Social CRM», are the support of Top Management, the knowledge of employees in IS, the relative advantage, the compatibility, the ease of use, the testability, the observability of the results, and competitive pressure. Thus, a new group of factors is to be added to the initial model, which are the characteristics related to the SME leader. In order to generalize the results, a new confirmatory quantitative study will be implemented at a national level

A Fuzzy ANP Based Grey Relational Approach to Evaluate CRM System in Context of Bangladesh

This study aims to select a suitable CRM (customer relationship management) system among different possible alternatives for organization’s in Bangladesh. Since, evaluating CRM system on the basis of lot of attributes leads us to Multiple-criteria decision analysis (MCDA) problems. In this study, a hybrid MCDA models were used. FuzzyANP (Analytic Network Process) and GRA (Grey Relational Analysis) approaches were adopted to solve the problem. The study explored that the Hubspot CRM was optimal solution in context of Bangladesh. Our research will beneficial to the organizing for better customer support. As far our knowledge goes, this is the first attempt to select CRM softwares in context of Bangladesh. Keywords: Analytic network process; Customer relationship management system; Grey relational analysis; Multiple-criteria decision analysis DOI: 10.7176/IKM/11-4-06 Publication date:June 30th 202

FACTORS AFFECTING THE ACCEPTANCE OF USING SCRM TECHNOLOGY SYSTEM IN AUTOMOTIVE COMPANIES

Abstract. Today, increasingly enhanced competition in the world has encountered companies with animportant issue, which is how to use IT to improve the quality of services. SCRM technology system is an innovative technology, which facilitates the process of access to develop and maintain customer relationships more efficiently and effectively. The research has been study the factors affecting the acceptance of using SCRM technology system in automotive companies. The research was descriptive-survey research. The statistical population included all employees of Pars Khodro Automobile Company. In total, 240 employees were selected as the sample by simple sampling method to participate in the research. Descriptive statistics and inferential statistics (structural equation modeling) have been used to analyze data. According to the research results, it can be said that technical, organizational, environmental, and management characteristics have a positive and significant effect on the acceptance of using social customer relationship management.Keywords: Social Networks, Customer Relationship Management (CRM), Social Customer RelationshipManagement (SCRM)

Social Commerce Adoption to Enhance SMEs Performance: Technology, Organization and Environment (TOE) Perspectives

Currently, the shift in consumer behavior has led to an increase in the average value of purchase transactions. This is an opportunity for SMEs to take advantage of the digital space for business acceleration. This study aims to explore the technological, organizational, and environmental (TOE) framework as a driving factor technological adoption. Technological factors used in this study are the benefits obtained and utilized. Then, the organizational factors tested in this study are top management support and knowledge of IT/IS employees and the last environmental factor is customer pressure and competitive pressure. This study uses a quantitative approach and survey methods to 144 SMEs. The findings in this study are perceived advantage, top management support and customer pressure have positive effect on technology adoption and have an effect on SMEs performance both on financial performance and brand performance. Keywords: SMEs, social commerce, technological, organization and environmental (TOE

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 Pape

Setting B2B digital marketing in artificial intelligence-based CRMs: A review and directions for future research

[EN] The new business challenges in the B2B sector are determined by connected ecosystems, where data-driven decision making is crucial for successful strategies. At the same time, the use of digital marketing as a communication and sales channel has led to the need and use of Customer Relationship Management (CRM) systems to correctly manage company information. The understanding of B2B traditional Marketing strategies that use CRMs that work with Artificial Intelligence (AI) has been studied, however, research focused on the understanding and application of these technologies in B2B digital marketing is scarce. To cover this gap in the literature, this study develops a literature review on the main academic contributions in this area. To visualize the outcomes of the literature review, the results are then analyzed using a statistical approach known as Multiple Correspondence Analysis (MCA) under the homogeneity analysis of variance by means of alternating least squares (HOMALS) framework programmed in the R language. The research results classify the types of CRMs and their typologies and explore the main techniques and uses of AI-based CRMs in B2B digital marketing. In addition, a discussion, directions and propositions for future research are presented.In gratitude to the Ministry of Science, Innovation and Universities and the European Regional Development Fund: RTI2018-096295-BC22.Saura, JR.; Ribeiro-Soriano, D.; Palacios Marqués, D. (2021). Setting B2B digital marketing in artificial intelligence-based CRMs: A review and directions for future research. Industrial Marketing Management. 98:161-178. https://doi.org/10.1016/j.indmarman.2021.08.006S1611789

Influential Article Review - Social Customer Relationship Management (SCRM): What Factors Affect It?

This paper examines customer relationship management. We present insights from a highly influential paper. Here are the highlights from this paper: The rise of social media technology has led to new customer relationship management tools that engage customers more easily and directly (social customer relationship management, SCRM). However, the usefulness of SCRM is contingent upon a successful adoption by an organization. Various technology adoption theoretical frameworks have been proposed for social media technologies generally, and for SCRM specifically. This paper extends the literature by exploring network externalities as a potential driver of SCRM adoption in organizations by surveying 363 supply chain professionals regarding their behaviors and uses of SCRM. The results suggest that network externalities have a substantial effect on adoption of SCRM in business organizations and that a perception of higher network externalities has a positive effect on adoption. This implies that organizations should select SCRM systems with better network externalities and also that they should educate their workforce about those strong network externalities leading up to the adoption. For our overseas readers, we then present the insights from this paper in Spanish, French, Portuguese, and German

A comparison of social media marketing between B2B, B2C and mixed business models

This paper explores the implicit assumption in the growing body of literature that social media usage is fundamentally different in business-to-business (B2B) companies than in the extant business-to-consumer (B2C) literature. Sashi’s (2012) customer engagement cycle is utilized to compare B2B, B2C, Mixed B2B/B2C and B2B2C business model organizational practices in relation to social media usage, importance, and its perceived effectiveness as a communication channel. Utilizing 449 responses to an exploratory panel based survey instrument, we clearly identify differences in social media marketing usage and its perceived importance as a communications channel. In particular we identify distinct differences in the relationship between social media importance and the perceived effectiveness of social media marketing across business models. Our results indicate that B2B social media usage is distinct from B2C, Mixed and B2B2C business model approaches. Specifically B2B organizational members perceive social media to have a lower overall effectiveness as a channel and identify it as less important for relationship oriented usage than other business models

Intention to use and Adoption of IT Innovations in Organizations: A Meta-Analytic Examination of the Moderating Role of Innovation Type and Socio-Economic Context

Present paper conducts a meta-analysis of the innovation features that influence the intention to use and adoption of information technology (IT) innovation in the organizations. Previous studies that assessed the influence of innovation features on intention to use and adoption have found inconsistent results and thus created confusion among academicians and practitioners. Present study consolidates the findings of previous studies using meta-analysis to reveal the key factors behind organizations’ intention to use and adoption of IT innovations. The study takes a step further by also determining the moderating role of innovation type (product vs. service innovations) and socio-economic context (developing vs. developed countries) on the relationships of innovation features with intention to use and adoption of IT innovations. It also provides multiple insightful theoretical and practical implications