The adoption of customer relationship management (CRM) technology in SMEs

2013 ◽  
Vol 20 (4) ◽  
pp. 824-848 ◽  
Author(s):  
ThuyUyen H. Nguyen ◽  
Teresa S. Waring
Keyword(s):  
Technology Adoption ◽  
Southern California ◽  
Employee Involvement ◽  
Customer Relationship ◽  
Market Position ◽  
Content Type ◽  
Industry Sector ◽  
Innovation And Technology ◽  
And Gender ◽  
Employee Characteristics

Purpose – The aim of this paper is to use an innovation decision process to examine CRM technology adoption in small to medium-sized enterprises and its intrinsic link to the nature of the organisation and the individuals within it. Design/methodology/approach – A survey was administered to SMEs in Southern California to measure the organisational characteristics, specifically management characteristics, employee characteristics, IT resources and firm characteristics. The perception of CRM, decision to adopt CRM, and extent of CRM implementation were also measured. Previously validated instruments were used where required. The data were analysed using multivariate and logistic regression. Findings – The results indicate that management's innovativeness affects the firm's perception of CRM systems, but age, education and gender do not. The decision to implement a CRM system is influenced by management's perception of CRM, employee involvement, the firm's size, its perceived market position, but not the industry sector. However, the number and types of CRM features implemented are affected by management's perception of CRM, employee involvement, the firm's size, the industry sector, but not its perceived market position. Research limitations/implications – This study is specific to Southern California and the sample size is relatively small, although sufficient for this analysis. The study should be replicated in more diverse geographic settings with a larger sample. Practical implications – The study provides evidence of the need for management to be supportive of innovation and technology, to evaluate the available resources (IT knowledge, skills, infrastructure) within the organisation, to recognise the importance of employees' contributions, and to be aware of the features appropriate to their company's size and industry sector before undertaking CRM technology adoption. Originality/value – The findings from this study extend the understanding of CRM adoption in SMEs and help in building a greater understanding of the factors associated with such adoption. It will be of great value to owners/managers in SMEs who are considering adopting CRM.

Understanding customer relationship management technology adoption in small and medium-sized enterprises

2014 ◽  
Vol 27 (5) ◽  
pp. 541-560 ◽  
Author(s):  
Michael Newby ◽  
Thuyuyen H. Nguyen ◽  
Teresa S. Waring
Keyword(s):  
Technology Adoption ◽  
Customer Relationship Management ◽  
Southern California ◽  
Positive Attitude ◽  
Relationship Management ◽  
Customer Relationship ◽  
Organizational Characteristics ◽  
Adoption Process ◽  
Content Type ◽  
It Resources

Purpose – The customer relationship management (CRM) technology adoption process in small- and medium-sized enterprises (SMEs) is an under-researched area and the purpose of this paper is to extend the knowledge and offer greater understanding of the CRM adoption process through an empirical study in the USA. Design/methodology/approach – In this study it is hypothesized that the likelihood of CRM technology being adopted is dependent on management characteristics, organizational characteristics and management's perception of CRM technology. To investigate the proposed model a survey of SMEs in the retail, manufacturing and services sectors was conducted in Southern California, USA. Findings – The results indicate that management characteristics significantly influence a firm's perception of CRM technology specifically innovativeness and positive attitude to CRM. Organizational characteristics such as the employee, information technology (IT) resources, a firms’ innovativeness influence the likelihood that CRM technology will be adopted and the extent to which CRM technology will be implemented. Research limitations/implications – First, the industries focused on were in retail, manufacturing and services. Second, the sample was geographically specific to Southern California. Third, the sample size in this study was relatively small, although it is within the testable range. Finally, only one respondent was surveyed from each firm. Practical implications – Management regardless of gender, age or education level, must be supportive, innovative and have a positive attitude towards the new IT application, as positive perception will likely to lead to decision to adopt. In addition, there must be innovation within the organization and the firm must have the ability to absorb knowledge and to use it. There must be an availability of IT resources, both infrastructure and skills to support the change. Originality/value – The results of this study have implications for CRM adoption in SMEs. More importantly, they suggest a framework which demonstrates the necessary linkage between organizational characteristics and CRM adoption process.

Successful referral behavior in referral reward programs

2019 ◽  
Vol 30 (1) ◽  
pp. 48-74 ◽  
Author(s):  
Jochen Wirtz ◽  
Chris Tang ◽  
Dominik Georgi
Keyword(s):  
Latent Class ◽  
Experimental Studies ◽  
Past Research ◽  
Customer Relationship ◽  
Content Type ◽  
Simultaneous Testing ◽  
Data Capturing ◽  
Reward Programs ◽  
And Gender ◽  
Referral Behavior

PurposeReferral reward programs (RRPs) incentivize existing customers (inductors) to refer new customers (inductees). The effectiveness of RRPs is not well understood as previous studies either focused on referral intent and/or ignored inductee responses. However, an RRP is only effective if inductors recommend and inductees respond with buying the service. The purpose of this paper is to examine the drivers of existing customers’ successful referral behavior.Design/methodology/approachThis study combines a bank’s customer relationship management (CRM) data which were used to identify successful inductors and non-inductors. Then, observed behavioral and customer background data from the CRM database (including successful referrals, deposits in euros, number of products held, relationship duration, income, age, and gender) were combined with survey data capturing attitudinal variables (i.e. perceived relationship quality, reward attractiveness, referral metaperception, opportunism, and involvement). This approach allowed for the simultaneous testing of all hypothesized drivers of successful referral behavior.FindingsMetaperception (i.e. the process by which individuals determine the impressions other might form of them and their behavior) was the strongest and most significant driver of successful RRP participation, followed by attractiveness of the reward. That is, inductors recommended successfully when they believed that their incentivized referral did not look bad (or even looked good) and incentives were perceived as attractive. This finding is important as metaperception so far has only been examined in theoretical and experimental studies with intent as dependent variables. Second, latent class analysis (LCA) revealed that there were two segments of inductors of which one was opportunistic. Opportunism as a driver of referral behavior has not been shown in past research using more traditional analyses, whereas LCA uncovered it as a driver for one-third of all respondents.Practical implicationsThe findings offer managers a better understanding of the key determinants of successful referral behavior with important RRP design implications that counter frequent practice (e.g. designing RRPs with high face value but then reducing its usefulness through terms and conditions). Furthermore, managers may consider segment-specific reward structures to improve the effectiveness of their RRPs.Originality/valueThis study is the first to examine inductor determinants of successful referral behavior and identify inductor segments.

Integrating wearable technology products and big data analytics in business strategy

2019 ◽  
Vol 21 (2) ◽  
pp. 255-275 ◽  
Author(s):  
Bishwajit Nayak ◽  
Som Sekhar Bhattacharyya ◽  
Bala Krishnamoorthy
Keyword(s):  
Health Insurance ◽  
Technology Adoption ◽  
Competitive Advantage ◽  
Customer Service ◽  
Product Innovation ◽  
Dynamic Capabilities ◽  
Technology Policy ◽  
Wearable Technology ◽  
Content Type ◽  
Technology Products

Purpose This study aims to explore the impact of the adoption of wearable technology products for Indian health insurance firms. It identifies the key dynamic capabilities that health insurance firms should build to manage big data generated by wearable technology so as to attain a competitive advantage. Design/methodology/approach A qualitative exploratory study using in-depth personal interviews with 53 Indian health insurance experts was conducted with a semi-structured questionnaire. The data were coded using holistic and pattern codes and then analyzed using the content analysis technique. The findings were based on the thematic and relational intensity analysis of the codes. Findings An empirical model was established where all the propositions were strongly established except for the moderate relationship between wearable technology adoption and product innovation. The study established the nature of the interaction of variables on technology policy, organizational culture, strategic philosophy, product innovation, knowledge management and customer service quality with wearable technology adoption and also ascertained its influence on firm performance and competitive advantage. Research limitations/implications From a dynamic capabilities perspective, this study deliberates on wearable technology adoption in the health insurance context. It also explicates the relationship between the variables on technology policy, organizational culture, strategic philosophy, product innovation, knowledge management and customer service quality with wearable technology adoption on firm performance. Originality/value This study is one of the first studies to add the context of wearable technology and health insurance to the existing body of knowledge on dynamic capabilities and sustainable competitive advantage for the service sector. It would help existing and prospective players in adopting or setting up appropriate business models.

Innovation policy-making in the upstream oil and gas industry as a large technical system under economic transition

2019 ◽  
Vol 11 (1) ◽  
pp. 107-128
Author(s):  
S. Sepehr Ghazinoory ◽  
Shiva Tatina ◽  
Mehdi Goodarzi
Keyword(s):  
Policy Making ◽  
Q Methodology ◽  
Oil And Gas ◽  
Technology Development ◽  
Economic Transition ◽  
Innovation Policy ◽  
Oil And Gas Industry ◽  
Technical System ◽  
Content Type ◽  
Innovation And Technology

Purpose Innovation and technology development policy-making naturally encounters numerous uncertainties and complexities, especially in developing countries, for the sake of the prevailing prospect of decision makers focusing on hard evidences, and neglecting key and effective social ones; in this research, a context-based method by means of Q-methodology was designed to facilitate policy-making for complex systems by bridging between policy and practices (latent in viewpoints) through providing context-based evidences. Design/methodology/approach Due to the nature of knowledge-based systems, the performance of Innovation and Technology Development (ITD) systems is highly dependent on the standpoints of key players/stakeholders of the system. In consideration of Iran’s economy characteristics, Upstream Oil and Gas (UOG) Industry, which is one of the complex Large Technical Systems (LTS), was selected as a case study. Regarding the features of LTSs, the designed model was completed by adding hierarchical clustering method, as well as using the framework of innovation and technology learning transition model to analyze the results. Findings The results showed the capability of the model in providing credible evidences to inform policy-making processes. Originality/value This study is one of the first real experiences which used Q-method for providing evidence-based policy-making model in a complex Large Technical System, namely, Upstream Oil and Gas (UOG) Industry.

Family dynamics and gender perspective influencing copreneurship practices

2018 ◽  
Vol 26 (1) ◽  
pp. 14-33 ◽  
Author(s):  
Mário Franco ◽  
Patricia Piceti
Keyword(s):  
Gender Roles ◽  
Empirical Evidence ◽  
Family Dynamics ◽  
Family Firms ◽  
Business Management ◽  
Business Success ◽  
Business Practices ◽  
Content Type ◽  
The Family ◽  
And Gender

Purpose The purpose of this paper is to understand the family dynamics factors and gender roles influencing the functioning of copreneurial business practices, to propose a conceptual framework based on these factors/roles. Design/methodology/approach For this purpose, a qualitative approach was adopted, through the analysis of seven businesses created by copreneurial couples in an emerging economy – Brazil. Data were obtained from an open interview with each member of the selected couples who are in charge of firm management. Findings The empirical evidence obtained shows that the most important factors for successful copreneurial family businesses are professionalization, dividing the couple’s tasks and business management. Trust, communication, flexibility and common goals are other essential relational-based factors for the good functioning of this type of family business and stability in the personal relationship. Practical implications It is clear that professionalization and the separation of positions and functions are fundamental for a balance between business management and the couple’s marital life. When couples are in harmony and considering factors such as trust, communication and flexibility (relational-based factors), the firm’s life-cycle and business success become real and more effective. Originality/value From the family dynamics factors and gender roles, this study focused on one of the most important and integrated family firm relationships, copreneurial couples. As there is little research on the heterogeneity of family firms runs specifically by copreneurial couples, this study is particularly important and innovative in the context of a developing economy, such as Brazil. Based on empirical evidence, this study was proposed an integrative and holistic framework that shows the functioning of copreneurial businesses practices.

“Mind the gap”: to succeed in marketing politics, think of social media innovation

2019 ◽  
Vol 36 (6) ◽  
pp. 806-817
Author(s):  
Patrick Amfo Anim ◽  
Frederick Okyere Asiedu ◽  
Matilda Adams ◽  
George Acheampong ◽  
Ernestina Boakye
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Political Participation ◽  
Political Efficacy ◽  
Customer Relationship ◽  
Political Marketing ◽  
Content Type ◽  
Young Voters ◽  
Mediating Role ◽  
The Relationship

Purpose This paper aims to explore the relationships between political marketing via social media and young voters’ political participation in Ghana. Additionally, this study examines the mediating role political efficacy plays in enhancing the relationship. Design/methodology/approach With a positivist mindset, and adopting the survey strategy, data gathered from the questionnaire administered from the sampled 320 young voters (18-29 years) in Greater Accra were quantitatively analyzed. An exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and structural equation modeling (SEM) were used to assess and confirm the proposed scales validity and the relationships of the research model. Findings The study revealed that a political party or candidate’s ability to achieve political participation from Ghanaian young voters’ is dependent on how effective they build customer relationship or gaining visibility through social media. In addition, the study showed that political efficacy mediates the relationship between customer relationship building or gaining visibility through social media and political participation among Ghana young voters. Thus, young voters in Ghana must see themselves to have a say in the affairs of political parties through the political messages they gather from social media platforms to enhance their political participation activities. Practical implications The results of this paper will enable political marketers and politicians not only in Ghana but across the globe, to better understand how social media as a communication tool could be used to positively influence users’ political participation. Originality/value Considering the uniqueness of this study in a Ghanaian context, this paper is the first of its kind to use the social capital theory in examining the mediating role political efficacy plays in enhancing the relationship between political marketing on social media and young voters’ political participation.

Management of competition among sellers and its performance implications for business-to-business electronic platforms

2015 ◽  
Vol 6 (2) ◽  
pp. 199-222 ◽  
Author(s):  
Xiaoling Li ◽  
Xingyao Ren ◽  
Xu Zheng
Keyword(s):  
Longitudinal Research ◽  
Time Windows ◽  
Customer Relationship ◽  
Effective Control ◽  
Marketing Tactics ◽  
Long Term Effects ◽  
Content Type ◽  
Short And Long Term ◽  
Term Performance

Purpose – This paper aimed to analyze the short- and long-term effects of the breadth and depth of seller competition on the performance of platform companies, and investigated the underlying mechanisms of customers’ two-sided marketing tactics on the structure of the competition between sellers. Design/methodology/approach – A longitudinal research design was adopted by gathering daily market objective data on e-commerce platforms for 250 days, and the dynamic evolution effects was analyzed by using a vector autoregression model which compared the differences between the short- and long-term effectiveness of different customer relationship management (CRM) strategies. Findings – The breadth of competition amongst sellers improves the performance of platforms, whilst the depth of competition among sellers has a positive effect on the short-term performance. However, it has a negative effect on the long-term performance of their platforms. In both the short and long terms, advertising tactics that attract new buyers contribute more to increases in the breadth of seller competition than those that attract existing buyers do. Subsidies for new sellers decrease the depth of seller competition more than those for old sellers. Research limitations/implications – Further research could be undertaken to investigate the validity of marketing tactics other than advertising tactics, and thus expand the time windows of the available data. Practical implications – It is imperative for platform companies to implement effective control over seller competition to balance the interests of the sellers and of themselves. Originality/value – The dyadic paradigm of CRM research has been extended by considering the perspective of the electronic platform company, how the tactics of exploitation and exploration of two-sided customers impact upon seller competitive structures have been delved into and why new customers have a unique value to platform companies has been identified.

Entrepreneurship in regions: differentiated impacts of the socio cultural and gender types

2015 ◽  
Vol 28 (1) ◽  
pp. 45-76 ◽  
Author(s):  
Claudio Mancilla ◽  
José Ernesto Amorós
Keyword(s):  
Negative Impact ◽  
Positive Impact ◽  
Fear Of Failure ◽  
Content Type ◽  
Reference Models ◽  
Cultural Aspects ◽  
And Gender ◽  
The Individual ◽  
Practical Implications ◽  
Secondary City

Purpose The purpose of this paper is to study the differentiated impact of factors that influence the propensity to entrepreneur in a sample of people in Chile. A distinction is made between individuals that live in primary cities and secondary cities. The differentiating factors are socio‐cultural aspects (reference models – positive examples of entrepreneurs – and perception of social fear of failure) and the gender of the individual. Design/methodology/approach For the research data from the survey used in Chile by the Global Entrepreneurship Monitor for the years 2010 and 2011 were used. A logit model was used to determine the differentiated impact of the analysed factors and interactions were done using the method proposed by Corneliâen and Sonderhof (2009). Findings These showed that the fact that an individual lives in a secondary city decreases his entrepreneurship probability. The positive impact that the reference models have is weaker in women. Contrary to what was expected, the negative impact of the fear of failure perception is weaker in women. Practical implications These results have the implications to suggest focused public policies and differentiations that consider the socio‐cultural, territorial (focused in cities) and gender aspects. Originality/value The research contributes by giving empirical evidence of the existence of the negative impact of living in a secondary city and of differentiated effects of socio‐cultural factors from the gender perspective.

scholarly journals Modernity in British advertising: selling cocoa and chocolate in the 1930s

2017 ◽  
Vol 9 (4) ◽  
pp. 451-466 ◽  
Author(s):  
Michael French
Keyword(s):  
Well Being ◽  
Advertising Agency ◽  
Consumer Durables ◽  
Content Type ◽  
Production Methods ◽  
Health And Nutrition ◽  
And Gender ◽  
Gender Groups ◽  
New Consumer ◽  
Health And Well Being

Purpose The purpose of this paper is to analyse the evolution of “push” marketing in the confectionery industry in Britain during the 1930s. It examines the interplay between a manufacturer and advertising agency in creating advertising for cocoa and chocolate. Design/methodology/approach A survey of the literature examines the uses of health and well-being in the design of advertising in Britain between the wars. The records of Rowntree and its main advertising agency, J Walter Thompson, are used to examine the themes and tactics used in advertising for cocoa and Aero chocolate bars during the 1930s. Findings The paper emphasises the different ways in which health and nutrition was used in advertising for the two products. The campaigns of the 1930s built on earlier use of these themes. J Walter Thompson looked for ways of presenting commodities as “new and improved” and their role extended into pressing for changes to production methods and the nature of products. Themes of modernity, sexuality and lifestyles all featured, confirming conclusions of earlier studies. However, targeting of mothers and of different age and gender groups indicated that market segmentation was used extensively via print media and tailored advertising messages. Originality/value Although Cadbury, Rowntree and confectionery have been studied in depth before, this paper emphasises their role in applying new advertising ideas to everyday items. It points to the influence of advertising on the mass of consumers compared to the middle- and upper-income groups targeted in the marketing of houses, motor-cars and new consumer durables.

scholarly journals Learning disability market position statements, are they fit for purpose?

2017 ◽  
Vol 22 (4) ◽  
pp. 198-205 ◽  
Author(s):  
Sarah Broadhurst ◽  
Keri Landau
Keyword(s):  
Learning Disabilities ◽  
Learning Disability ◽  
Good Practice ◽  
Market Position ◽  
Content Type ◽  
Fit For Purpose ◽  
Potential Impact ◽  
Senior Officers ◽  
Market Shaping

Purpose The purpose of this paper is to review whether current learning disability market position statements (MPS) are actually helping to shape the market and explore their implications for people with learning disabilities and their families. Design/methodology/approach Published learning disability MPS were identified via the Institute of Public Care’s MPS database. The quality of the MPS was analysed using a good practice checklist developed by a range of stakeholders. Findings Learning disability MPS are not currently fit for purpose. They demonstrate that local authorities are not fully engaging in their market-shaping duties, as required under The Care Act 2014. It is suggested that this is in part due to the lack of recognition that market shaping is a council-wide responsibility and can only be successful if senior officers across the council (and their partners) acknowledge this and are held accountable. Unless this happens, people with learning disabilities will continue to lack the enablers that support them to lead the lives they choose in their communities. Originality/value This is the first review of the quality and potential impact of learning disability MPS.

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