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Article

Heikki Karjaluoto, Aarne Töllinen, Janne Pirttiniemi and Chanaka Jayawardhena

The purpose of this paper is to investigate the behavioral intentions of business-to-business (B2B) sales managers to use mobile customer relationship management (CRM

Abstract

Purpose

The purpose of this paper is to investigate the behavioral intentions of business-to-business (B2B) sales managers to use mobile customer relationship management (CRM) systems in the course of their day-to-day activities.

Design/methodology/approach

An extended Technology Acceptance Model (TAM) of mobile CRM system adoption is developed and tested with data from 105 international sales managers representing five B2B companies.

Findings

The study extends the TAM framework with three additional constructs derived from mobile technology and sales force automation literature, namely personal innovativeness in the domain of IT, perceived risk, and perceived reachability. The model demonstrates that personal innovativeness and perceived reachability have significant effects on the TAM framework.

Research limitations/implications

The relatively small sample size limits the generalization of the results.

Practical implications

Sales managers’ intention to adopt mobile CRM can be explained by the extended TAM framework. Understanding the key factors that influence intention to adopt a mobile CRM system will aid companies in implementing it among their sales force. Companies willing to foster adoption of a mobile CRM system among the sales force could focus on communicating the usefulness of using the system and benefits gained from enhanced reachability. Recruiting sales people with strong personal innovativeness is beneficial.

Originality/value

This study responds the calls for studies on mobile platforms and on the use of mobile B2B applications in sales force management. It is among the first attempts to incorporate variables derived from mobile technology acceptance literature among the sales force into the TAM framework, to better explain acceptance of mobile CRM systems.

Details

Industrial Management & Data Systems, vol. 114 no. 6
Type: Research Article
ISSN: 0263-5577

Keywords

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Article

Purnima S. Sangle and Preety Awasthi

The purpose of this paper is to develop an understanding of the primary concerns of a customer when they use mobile banking services and identify factors that can be used…

Abstract

Purpose

The purpose of this paper is to develop an understanding of the primary concerns of a customer when they use mobile banking services and identify factors that can be used for making better mobile customer relationship management (mobile CRM) services in banking.

Design/methodology/approach

The paper empirically explores the underlying factors by the application of exploratory factor analysis. The study sample consists of 272 respondents, with a usable response rate of 68 per cent.

Findings

The empirical findings reveal that perceived utility value is regarded as the most important factor for mobile CRM services. The other factors which emerged were ease of use, context, compatibility, cost, risk, and personal innovativeness. In addition, negative attitude towards technology also emerged as a factor, which needs further investigation.

Research limitations/implications

The study had a few limitations, such as selection of the sample from a limited number of places, which may induct some bias due a particular geographical and economic advantage of the place.

Practical implications

Based on the findings, banks should focus on increasing the value perceptions of the customers by considering easy design of the services, service context and compatibility of the services offered. The service cost reduction and risk mitigation strategies also need attention.

Originality/value

The findings provided insight into the factors that contribute to the acceptance of mobile CRM practices in banking from the consumers' perspective. This study demonstrated that in the case of mobile CRM the factors related to the service aspect dominate over the technical aspect.

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Article

Vittoria Marino and Letizia Lo Presti

In recent years, marketers have adopted new technologies to engage customers and better meet customer needs throughout the customer journey. The purpose of this paper is…

Abstract

Purpose

In recent years, marketers have adopted new technologies to engage customers and better meet customer needs throughout the customer journey. The purpose of this paper is to investigate the impact of consumer engagement on satisfaction and behavior-based CRM performance generated by mobile instant messaging (MIM) services. The objective is to verify which aspects of consumer engagement generate satisfaction and optimize customer relationship management.

Design/methodology/approach

Data were made available for analysis from an online survey on customers who had been contacted or had contacted an organization by means of MIM. Based on literature analysis, relations between customer engagement dimensions, satisfaction and behavior-based CRM performance were studied by using structural equation modeling.

Findings

The cognitive engagement dimension and the emotional engagement dimension affect the level of satisfaction, but only the emotional engagement dimension has an effect on the behavior-based CRM performance, while social engagement does not affect satisfaction and CRM performance. Moreover, this study confirms the relationship between customer satisfaction and customer behavior-based relationship performance.

Practical implications

MIM used as support to the relationship with customers contributes to generating customer satisfaction and increases the value of service performance revealing it an excellent marketing tool in support of the customer journey.

Originality/value

This research extends our understanding of customer engagement in the ambit of the instant messaging application used for business that so far has not been investigated. This work shows how instant messaging can be a valid instrument for customer relationship management in optimizing the benefits deriving from the adoption of disruptive innovations.

Details

Journal of Service Theory and Practice, vol. 28 no. 5
Type: Research Article
ISSN: 2055-6225

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Article

Michael Rodriguez and Kevin Trainor

Many organizations still struggle with sales force technology implementation because of low user adoption rates. The ubiquity of mobile computing devices, such as…

Abstract

Purpose

Many organizations still struggle with sales force technology implementation because of low user adoption rates. The ubiquity of mobile computing devices, such as smartphones and tablets, and the proliferation of mobile customer relationship management (mCRM) applications, may lead to increased CRM adoption and higher returns on CRM technology investments. The purpose of this study is to attempt to extend the current literature by developing a model of mCRM antecedents and outcomes by incorporating the idiosyncratic mCRM characteristics that have not yet been examined in the sales technology literature.

Design/methodology/approach

This research utilizes the technology acceptance model and the technology-to-performance chain as the foundation of a conceptual model of the drivers and outcomes of mCRM adoption.

Findings

This conceptual study provides several contributions to both the sales technology literature and to practitioners within sales organizations. The proposed conceptual model outlines the benefits of providing mCRM capabilities to sales professionals. These benefits include increased productivity, sales activity and collaboration among both internal stakeholders (management and peers) and external stakeholders (prospects and customers).

Originality/value

Despite the increased use of mobile applications in sales, research on this particular form of technology is limited, and sales researchers have yet to examine mCRM or its relationship to sales performance. Therefore, the purpose of this research is to forward a conceptual model that allows researchers to explore the drivers of mCRM use and how mCRM influences individual and organizational-level outcomes.

Details

Journal of Research in Interactive Marketing, vol. 10 no. 1
Type: Research Article
ISSN: 2040-7122

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Article

Preety Awasthi and Purnima S. Sangle

The aim of the paper is to identify interactions existing among the identified factors and understanding how they impact adoption intention so that better CRM strategies…

Abstract

Purpose

The aim of the paper is to identify interactions existing among the identified factors and understanding how they impact adoption intention so that better CRM strategies for mobile channel can be orchestrated.

Design/methodology/approach

The paper empirically explores the underlying factors by the application of confirmatory factor analysis and structural equation modeling. The study sample consists of 523 respondents with a response rate of 63.9 percent (usable response rate).

Findings

The empirical findings reveal that from the perspective of benefits, perceptions value, perceived usefulness and context were the three critical components significantly influencing adoption intention. On the apprehension side, the effects of perceived security assurance, perceived trust, perceived cost and perceived risk on perceived value as well as perceived usefulness were significant.

Research limitations/implications

The study had a few limitations such as selection of the sample from a limited number of places, and the model was cross-sectional measuring perceptions and intentions at a single point of time.

Practical implications

Based on the findings, banks should focus on increasing the value perceptions of the customers by considering the perceptions of usefulness in various service contexts. The structural assurances and risk mitigation strategies also need attention.

Originality/value

The findings provided insight into the factors that contribute to the acceptance of mobile CRM services in India from new consumers' perspective. This study demonstrated that in the case of mobile CRM, the factors related to service aspect dominate over the technical aspect.

Details

Business Process Management Journal, vol. 19 no. 6
Type: Research Article
ISSN: 1463-7154

Keywords

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Article

Jayanthi Ranjan and Vishal Bhatnagar

The purpose of this paper is twofold. First, in order to understand mobile customer relationship management (mCRM) and data mining application in the mCRM, this paper aims…

Abstract

Purpose

The purpose of this paper is twofold. First, in order to understand mobile customer relationship management (mCRM) and data mining application in the mCRM, this paper aims to present a conceptualization of mCRM in respect of data mining. Second, the paper also aims to develop the empirically grounded framework of the mCRM from data mining perspective.

Design/methodology/approach

The empirical paper is used to gain a conceptual view of mCRM. Semi‐structured interviews and contact methodology is used to form the main data source through which the major concerns and issues of mCRM are identified. This lead to holistic framework of mCRM. The paper followed the paradigm of natural science research on information technology by March and Smith and Hervner et al.

Findings

The framework identified three critical issues that are categorized as customer care information center, data store and data access systems, and mobile services and technology. The paper on various existing literatures in mCRM strategies and data mining leads to the development of the mCRM framework. The applications of methodology in data mining helped in identifying and exploring mCRM processes. The data mining based framework identifies issues related to customer attrition, customer life time value analysis and customer churn analysis while moving towards mCRM.

Originality/value

The suggested framework would serve as a guideline to all mCRM product vendors and will be considered as a structured consistent procedure for applying mCRM using data mining tools and techniques. The paper explored various studies in the area of mCRM and data mining and shed light on emerging issues in mCRM area. The suggested framework would give an organization, product developers, and management thinker's valuable insights on application of data mining tools and techniques in mCRM application.

Details

Information Management & Computer Security, vol. 17 no. 2
Type: Research Article
ISSN: 0968-5227

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Article

Jaakko Sinisalo, Jari Salo, Heikki Karjaluoto and Matti Leppäniemi

The purpose of this study is twofold. First, in order to guarantee a coherent discussion about mobile customer relationship management (mCRM), this paper presents a…

Abstract

Purpose

The purpose of this study is twofold. First, in order to guarantee a coherent discussion about mobile customer relationship management (mCRM), this paper presents a conceptualization of mCRM delineating its unique characteristics. Second, the authors develop the empirically grounded framework of the underlying issues in the initiation of mCRM.

Design/methodology/approach

A single‐case‐study method is used for the empirical component of the study in order to gain a holistic view of the case and access to latent and confidential information of the company under scrutiny. Semi‐structured interviews of the key informants of the company form the main data source through which the issues are identified and the proposed framework is built.

Findings

The proposed framework identifies issues that can be divided into three categories (exogenous, endogenous and mCRM‐specific) the company has to take into account when moving towards mCRM.

Research limitations/implications

Since, this is a single‐case study the findings cannot be generalized and used in other contexts without reservation.

Practical implications

When planning to initiate mCRM, the illustrated framework includes all the vital issues that should be considered and serves as a preliminary guideline from which to approach mobile CRM.

Originality/value

This paper shed light on the emerging phenomenon known as mCRM.

Details

Business Process Management Journal, vol. 13 no. 6
Type: Research Article
ISSN: 1463-7154

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Article

Preety Awasthi and Purnima S. Sangle

The purpose of this paper is to review state‐of‐art literature on adoption of CRM technology, including the CRM in multichannel environment and provide a comprehensive…

Abstract

Purpose

The purpose of this paper is to review state‐of‐art literature on adoption of CRM technology, including the CRM in multichannel environment and provide a comprehensive view of insights gained in this area of research through the bibliography.

Design/methodology/approach

All together, nine databases were searched on the basis of four main descriptors which provided identification of 812 articles. A close review of the abstracts of these articles led to selection of 123 articles which were found relevant. Each of these articles was further reviewed and classified based on the main channel of CRM implementation. The articles were further classified in sub‐categories under each main channel theme.

Findings

The selected articles were categorized under four main themes based on the channel – CRM, multichannel CRM, eCRM, mCRM. The articles in the CRM category were mainly focused on the strategic alignment along with research on increasing customer loyalty and use of data mining in CRM. Under the multichannel CRM theme the articles were further classified under eight categories – CRM (articles focusing on overall CRM implementation on multiple channels and related issues), eCRM (articles related to CRM implementation on online channel and its impact in multichannel environment), IT, Marketing, Sales, Service, Strategy, and Mixed (articles addressing two issues simultaneously: Marketing and IT).

Originality/value

The bibliography provides a comprehensive academic literature published between 2006 and 2010 covering all the channels of CRM implementation – traditional, electronic and mobile – along with studies specifically focused on issues dealing with multichannel environment.

Details

Business Process Management Journal, vol. 18 no. 3
Type: Research Article
ISSN: 1463-7154

Keywords

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Article

Marta Valsecchi, Filippo Maria Renga and Andrea Rangone

The paper's aims are to estimate the size of the Italian market for mobile customer relationship management (mCRM) services and to try to evaluate some benefits that can…

Abstract

Purpose

The paper's aims are to estimate the size of the Italian market for mobile customer relationship management (mCRM) services and to try to evaluate some benefits that can be obtained through the use of mCRM applications by companies.

Design/methodology/approach

The research involved a census of mCRM applications in order to construct a typology of mCRM applications being used and the analysis of some case studies to assess the impact of such applications on the perspective adopted by the company. This second phase involved interviews with managers of the companies.

Findings

In 2005, 1,077 mCRM services were used by 405 companies in Italy. The main benefits found were the improvement of customer satisfaction, an increase in the efficiency of internal processes and an increase in revenue.

Research limitations/implications

The present research considers only Italian services based on data and not on voice. Future research will be required to investigate end‐user needs and wants (which are not treated in this paper) and to make a comparison between the Italian market and other markets.

Practical implications

This research is the first step towards the generation of a systematic study of mCRM applications and their future development. The hope is that other companies could benefit from the use of these kinds of technologies.

Originality/value

The present research focuses upon companies that give a strategic role to their relationship with customers. The results provide a systematic typology of current services for those companies that do not know about opportunities offered by the mobile channel.

Details

Business Process Management Journal, vol. 13 no. 6
Type: Research Article
ISSN: 1463-7154

Keywords

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Article

G. Peevers, G. Douglas, D. Marshall and M.A. Jack

The purpose of this paper is to deliver empirical results on the effects of (out‐of‐band) short message service (SMS) confirmation messages after transactions have been…

Abstract

Purpose

The purpose of this paper is to deliver empirical results on the effects of (out‐of‐band) short message service (SMS) confirmation messages after transactions have been completed in an automated interactive voice response (IVR) telephone banking service. The research seeks to discover if SMS confirmations have a positive effect on customer relationship to furnish evidence for a proposed business case for a multi‐channel banking service. The paper aims to offer results on customer attitude on the role of SMS with IVR as a multi‐channel customer relationship management (CRM) strategy in digital banking.

Design/methodology/approach

The methodology is an empirical study based on a controlled laboratory experiment using bank customers as participants. Questionnaires and user observation techniques were employed to collect quantitative and qualitative data, which were analysed using repeated measures ANOVAs.

Findings

Transaction confirmation is shown to be important to customers – whether by an SMS message or within the IVR telephone call itself. Customers judged the role of SMS for CRM as highly desirable after monetary transactions; they prefer the version of the IVR banking service that provides (out‐of‐band) SMS confirmation compared to one that does not – and they judged it significantly higher for quality. However, there were no significant differences detected between customer attitude scores for usability of IVR calls involving funds transfers with, or without, an SMS confirmation. As a consequence, the business case was only developed as far as inclusion of transaction confirmation within the IVR call itself, and not extended to use of SMS.

Practical implications

Implications from the results are offered as management insights for the financial services sector in seeking integrated mobile CRM strategies, or “next call avoidance” strategies.

Originality/value

The paper reports findings from a controlled experiment with 116 participants that was based on extension of an existing IVR telephone banking service with which they were all familiar as users.

Details

International Journal of Bank Marketing, vol. 29 no. 3
Type: Research Article
ISSN: 0265-2323

Keywords

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