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The impact of mobile customer relationship management (mCRM) on sales collaboration and sales performance

Author

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  • Michael Rodriguez

    (Campbell University)

  • Stefanie Boyer

    (Bryant University)

Abstract

In our study, a measure of Mobile CRM (mCRM) is adapted and applied to salespeople in a business-to-business sales context. We propose a research model that integrates Technology Acceptance Model and DeLone and McLean’s IS success model to investigate the impact mCRM has on sales performance. Relationships with sales business process, traditional CRM use, collaboration and sales performance are conceptualized and tested. Results suggest that sales performance is highest when digital tools such as mCRM are supported by sales process. Results also suggest that mCRM impacts the relationship performance with customers when collaboration mediates the relationship. Overall, the research empirically demonstrates that mCRM plays an important role in traditional CRM adoption and in sales performance when sales process capabilities and collaboration are involved.

Suggested Citation

  • Michael Rodriguez & Stefanie Boyer, 2020. "The impact of mobile customer relationship management (mCRM) on sales collaboration and sales performance," Journal of Marketing Analytics, Palgrave Macmillan, vol. 8(3), pages 137-148, September.
    • Handle: RePEc:pal:jmarka:v:8:y:2020:i:3:d:10.1057_s41270-020-00087-3
    DOI: 10.1057/s41270-020-00087-3
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    References listed on IDEAS

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    Cited by:

    1. Petr Kučera & Daniela Cmuntová, 2023. "Design and implementation of a CRM system to optimize business processes of a trading company," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 11(2), pages 363-380, December.
    2. Miguel Llorens & Adolfo Hernández, 2021. "A study on the downloading intention of fashion retailers’ apps," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(4), pages 349-362, December.
    3. Huang, Duen-Huang & Chueh, Hao-En, 2022. "Usage intention model of mobile apps in membership application," Journal of Business Research, Elsevier, vol. 139(C), pages 1255-1260.
    4. José-Ramón Segarra-Moliner & Miguel-Ángel Moliner-Tena, 2024. "Engaging in customer citizenship behaviours to predict customer lifetime value," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(2), pages 307-320, June.
    5. Maria Petrescu & Anjala S. Krishen, 2021. "A tribute to our heroes and thoughts about collaborative relationships," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(2), pages 81-82, June.
    6. Carlos Lamela-Orcasitas & Jesús García-Madariaga, 2023. "How to really quantify the economic value of customer information in corporate databases," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-13, December.
    7. Intaka Piriyakul & Rapepun Piriyakul, 2022. "The moderating effect of influencer on the causal map of mutual information, coproducer and customer value: a thematic analysis of messages posted by brand communities," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(2), pages 131-144, June.
    8. Daniela Ioniță & Andreea Orîndaru & Marian Bratu, 2022. "CRM Software Adoption by Small Enterprises," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 189-199, November.

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