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Critical Factors Within Organizations Influencing Effective Use of CRM Solutions

In: Managing in Recovering Markets

Author

Listed:
  • Šebjan Urban

    (University of Maribor, Slovenia)

  • Samo Bobek

    (University of Maribor, Slovenia)

  • Tominc Polona

    (University of Maribor, Slovenia)

Abstract

Better management of customer relations is one of key issues in recovering economies and is therefore one of key problems of managing in recovering markets. In this paper, issues of effective use of customer relations management (CRM) solutions are discussed. Developed conceptual model is based on the technology acceptance model (TAM). In the literature, researchers analyze several important organizational factors and connect them to the performance, effectiveness, implementation, and use of CRM solutions. Researchers often connect the usefulness of CRM solutions with the individual level of customers, and less with the level of organization and its orientations. In the model, these issues are contained in set of organizational factors (process, technological, and innovation orientation of organizations) influencing the effective use of CRM solutions. Organizational factors are reflected in the three types of orientations – in process, technological, and innovation orientation of companies. In this paper, the model is presented and organizational factors are discussed more deeply.

Suggested Citation

  • Šebjan Urban & Samo Bobek & Tominc Polona, 2015. "Critical Factors Within Organizations Influencing Effective Use of CRM Solutions," Springer Proceedings in Business and Economics, in: S. Chatterjee & N.P. Singh & D.P. Goyal & Narain Gupta (ed.), Managing in Recovering Markets, edition 127, chapter 0, pages 223-233, Springer.
    • Handle: RePEc:spr:prbchp:978-81-322-1979-8_17
    DOI: 10.1007/978-81-322-1979-8_17
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