RT info:eu-repo/semantics/article
T1 The firms benefits of mobile CRM from the relationship marketing approach and the TOE model
T2 Los beneficios del CRM móvil para la empresa desde la perspectiva del marketing relacional y el modelo TOE
A1 San Martín Gutiérrez, Sonia
A1 Jiménez Torres, Nadia Huitzilin
A1 López Catalán, Blanca
K1 CRM benefits
K1 Mobile
K1 Technology
K1 Competence
K1 Employees
K1 Beneficios del CRM
K1 Móvil
K1 Tecnología
K1 Competencia
K1 Empleados
AB Firms that achieve to establish reciprocal and successful relationships with their clients can obtain greater profitability in their relationship marketing inversions. This study adopts the TOE model to consider technological factors (technological competence), organizational factors (innovativeness and employee support) and environment factors (customer information management) to define the perceived benefits deriving from mobile CRM. The empirical study was performed with information obtained from 125 firms and analyzed with structural equation modeling. Results suggest that the firm perceives benefits from the m-CRM use if it is technologically competitive, shows propensity to innovativeness, manages customers’ information and has employees’ support. The main contribution is the simultaneous use of the TOE model and the relationship marketing approach to understand, from the Spanish firm perspective, the perception of the management of the relationship with customers through the mobile phone.
PB Elsevier
YR 2016
FD 2016-02
LK http://hdl.handle.net/10259/4396
UL http://hdl.handle.net/10259/4396
LA eng
NO Ministry of Economy and Competitiveness (Spain) for its support of this research through theproject ECO2014-53060-R
DS Repositorio Institucional de la Universidad de Burgos
RD 04-dic-2024