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

  1. S. San Martín 1
  2. N. H. Jiménez 1
  3. B. López Catalán 2
  1. 1 Universidad de Burgos
    info

    Universidad de Burgos

    Burgos, España

    ROR https://ror.org/049da5t36

  2. 2 Facultad Ciencias Empresariales, Universidad Pablo de Olavide
Aldizkaria:
Spanish journal of marketing-ESIC

ISSN: 2444-9695 2444-9709

Argitalpen urtea: 2016

Alea: 20

Zenbakia: 1

Orrialdeak: 18-29

Mota: Artikulua

DOI: 10.1016/J.REIMKE.2015.07.001 DIALNET GOOGLE SCHOLAR lock_openSarbide irekia editor

Beste argitalpen batzuk: Spanish journal of marketing-ESIC

Laburpena

Las empresas que logran establecer relaciones recíprocas y exitosas con sus clientes pueden obtener mayor rentabilidad de sus inversiones en marketing relacional. Este estudio aplica el modelo TOE para contemplar factores del contexto tecnológico (competencia tecnológica), organizacional (propensión a la innovación y apoyo de los empleados) y del entorno empresarial (gestión de la información de los clientes) para determinar la percepción de los beneficios de la gestión de las relaciones con los clientes a través del móvil (m-CRM). El estudio empírico fue realizado con información proporcionada por directivos de 125 empresas espanolas, y fue analizado mediante ecuaciones estructurales. Los resultados sugieren que la ˜ empresa percibe beneficios del uso de m-CRM siempre que se considere tecnológicamente competitivo, tienda a la innovación tecnológica, gestione la información de los clientes, y cuente con el apoyo de los empleados. La principal contribución de este estudio es la aplicación conjunta del modelo TOE y el enfoque del marketing relacional para entender, desde la perspectiva de la empresa espanola, la percepción de los beneficios de la gestión de las relaciones con los ˜ clientes a través del teléfono móvil.

Finantzaketari buruzko informazioa

The authors thank the Ministry of Economy and Competitiveness (Spain) for its support of this research through the project ECO2014-53060-R.

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