IJICTDC Vol.8 No.2 pp.19-41
Exploring the Roles of Relationship Marketing and Customer-oriented Organizational Culture in the Effects of M-CRM Characteristics on Performance
Abstract
In recent years, the adoption of mobile CRM has become an efficient alternative in maintaining and improving performance at the firm level. This study focuses on system, service, and organizational characteristics and develops a research model based on an existing model of successful CRM development. The study hypothesizes about relationships between a number of m-CRM characteristic factors and m-CRM performance. These factors include the infrastructure readiness, system integration, location awareness, service accessibility, sector knowledge, and organizational learning. The results have important theoretical and practical implications, and the limitations of the study provide interesting avenues for future research.