The firms benefits of mobile CRM from the relationship marketing approach and the TOE model

  1. Sonia San Martín Gutiérrez
  2. Nadia Huitzilin Jiménez Torres
  3. Blanca López-Catalán
Journal:
Spanish journal of marketing-ESIC

ISSN: 2444-9695

Year of publication: 2016

Volume: 20

Issue: 1

Pages: 18-29

Type: Article

Export: RIS
DOI: 10.1016/j.reimke.2015.07.001 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

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Cited by

  • Scopus Cited by: 26 (30-10-2021)

CIRC

  • Social Sciences: B

Abstract

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.

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