دانلود رایگان مقاله لاتین منافع شرکت مدیریت ارتباط با مشتری موبایل از بازاریابی رابطه ای از سایت الزویر
عنوان فارسی مقاله:
مزایای شرکت مدیریت ارتباط با مشتری موبایل از رویکرد بازاریابی رابطه ای و مدل TOE
عنوان انگلیسی مقاله:
The firms benefits of mobile CRM from the relationship marketing approach and the TOE model
سال انتشار : 2015
بخشی از مقاله انگلیسی:
Application of relationship marketing and TOE model to the study of m-CRM
From a marketing perspective, the success of relationships with customers begins with properly identifying customers and their needs continuously (Thomas & Sullivan, 2005). It is currently necessary to analyze a massive amount of information on each of the clients and making it essential to use sophisticated computer CRM tools, especially in a country like Spain, where the penetration of mobile technology (106.9%) has now exceeded to the use of the Internet (71.6%) (ITU, 2013). The CRM has been approached from different theoretical perspectives in literature, without a clear consensus to the conceptual framework that is most appropriate for its study (Garrido-Moreno & PadillaMeléndez, 2011; Sin, Tse, & Yim, 2005; Zablah, Bellenger, & Johnston, 2004). CRM can be understood as a business strategy focused on the consumer and the value of relationships with clients for the company. The main objective of CRM is to maximize the value of the relationship with clients throughout the duration of the same relationship (Zablah et al., 2004). In respect of the paradigm of relationship marketing, CRM would be the implementation of a strategy to maintain a positive relationship with customers and generate commitment and loyalty to increase the lifecycle of customers (Verhoef & Lemon, 2013). Relationship marketing suggests the importance of identifying the best customers in order to know their needs, satisfy these needs and establish a relationship that makes them be loyal to the company (Hunt, Arnett, & Madhavaram, 2006; Lee, Kim, & Pan, 2014; Morgan & Hunt, 1994; Thomas & Sullivan, 2005), recognizing that getting new customers is more expensive than retaining the existing ones (Reichheld, 1996). Companies establish reciprocal and successful relationships when investing on relationship marketing (Lee et al., 2014) and focusing business on the relationship with the customer, rather than strictly focusing on transactions (Tan, Lyman, & Wisner, 2002). As a result of this philosophy, the company expects to obtain benefits both for the client and the company (Sin et al., 2005). Marketing literature states that a beneficial or successful m-CRM can be influenced by different company resources, such as technological, economic, and human ones (e.g. employees and managers), as well as by its capacity and/or competence (Sarmaniotis, Assimakopoulos, & Papaioannou, 2013). According to the innovation diffusion theory, the decisions to adopt new technology are preceded by the will to reach a comparative advantage, own acceptable complexity and usability, be compatible with the activities and resources of the company and provide observable results (Shirish & Teo, 2010; Wang, Wang, & Yang, 2010). Some studies apply the TOE model (Technology---Organization---Environment) by Tornatzky and Fleischer (1990) to explain the factors that affect the adoption of new technology. This model does not concretely propose the constructs applied to each of the three contexts that affect the adoption of technology, but it is considered a good starting point to understand the decision-making process that affects the adoption of technological innovation, such as a mobile phone (San Martín, López-Catalán, & Ramón-Jerónimo, 2012; Wang et al., 2010). The TOE model identifies three contextual groups related to the adoption of a complex technology by a firm: the technological, the organizational and the environmental (Kuan & Chau, 2001; Swanson, 1995). The technological context refers to technologies (internal and external) to the company. The organizational context considers all the factors related to the company. Finally, the environmental context refers to the industrial framework, the relationship of the company with its stakeholders and/or competitors (Kuan & Chau, 2001; Low, Chen, & Wu, 2011). The three contextual groups of the TOE model have been mentioned in the literature to determine factors that influence the benefits of CRM to adopt technology (Internet or mobile) in business activity (Abdul-Muhmin, 2012; Awa, Nwibere, & Inyang, 2010; Kimiloglu & Zarali, 2009).
کلمات کلیدی:
Mobile Computing: Concepts, Methodologies, Tools, and Applications: ... https://books.google.com/books?isbn=160566054X Taniar, David - 2008 - Computers In other contexts, such as travel services (Wang & Cheung, 2004), neither the market, nor the devices seem to be ready for the complexity of mobile travel services. Therefore, companies that consider developing wireless services as part of their CRM strategy should first thoroughly investigate its potential in relation to costs. Emergent Strategies for E-Business Processes, Services and ... https://books.google.com/books?isbn=1605661554 Lee, In - 2008 - Business & Economics Grönroos, 2000). With the overall aim of increasing customer retention and managing customer relationships for profit, CRM has become an essential part of many companies' marketing strategies. One of the newest tools to improve individual services to customers is mobile technology. Because of the rapid development in ...
