The adoption of techno‐relationship innovations

Kittipong Sophonthummapharn (Umeå School of Business, Umeå University, Umeå, Sweden)

Marketing Intelligence & Planning

ISSN: 0263-4503

Publication date: 8 May 2009



The purpose of this paper is to develop a comprehensive research framework for understanding the adoption of techno‐relationship innovations. The second purpose is to examine the factors influencing the adoption of electronic customer relationship management (eCRM) applications.


Existing adoption models were discussed and merged. Twenty potential determinant factors were proposed and a survey was conducted using a self‐administered questionnaire. Data were collected from 508 manufacturing small and medium manufacturing enterprises (SMEs) in Thailand. Hypotheses were tested using discriminant analysis.


The research framework was validated. Seventeen factors have the ability to discriminate between eCRM adopters and non‐adopters. However, multivariate statistical analysis suggests that 12 factors have acceptable discriminate power and should be given priority. The top five influential factors are compatibility, industry pressure, customer pressure, subjective norm, and attitude.

Research limitations/implications

The study proposes a comprehensive research model for examining the adoption of techno‐relationship innovations. The model covers 20 factors from individual, technological, organisational, and environmental contexts. The empirical investigation is based on an Asian perspective but the research model is equally applicable in other countries.

Practical implications

The findings offer guidance to government/private agencies and technology suppliers who wish to encourage the adoption of the application of eCRM and its relevant components among manufacturing SMEs.


The concept of techno‐relationship innovation is introduced. The study suggests an inclusive way to understand factors influencing the adoption of techno‐relationship innovations.



Sophonthummapharn, K. (2009), "The adoption of techno‐relationship innovations", Marketing Intelligence & Planning, Vol. 27 No. 3, pp. 380-412.

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