Adoption of CRM technology in multichannel environment: a review (2006‐2010)

Abstract

Purpose-The purpose of this paper is to review state-of-art literature on adoption of CRM technology, including the CRM in multichannel environment and provide a comprehensive view of insights gained in this area of research through the bibliography. Design/methodology/approach-All together, nine databases were searched on the basis of four main descriptors which provided identification of 812 articles. A close review of the abstracts of these articles led to selection of 123 articles which were found relevant. Each of these articles was further reviewed and classified based on the main channel of CRM implementation. The articles were further classified in sub-categories under each main channel theme. Findings-The selected articles were categorized under four main themes based on the channel-CRM, multichannel CRM, eCRM, mCRM. The articles in the CRM category were mainly focused on the strategic alignment along with research on increasing customer loyalty and use of data mining in CRM. Under the multichannel CRM theme the articles were further classified under eight categories-CRM (articles focusing on overall CRM implementation on multiple channels and related issues), eCRM (articles related to CRM implementation on online channel and its impact in multichannel environment), IT, Marketing, Sales, Service, Strategy, and Mixed (articles addressing two issues simultaneously: Marketing and IT). Originality/value-The bibliography provides a comprehensive academic literature published between 2006 and 2010 covering all the channels of CRM implementation-traditional, electronic and mobile-along with studies specifically focused on issues dealing with multichannel environment.

Causality in information technology business value: a review

“…Therefore, we have included both academic journal papers and conference proceedings from the related disciplines in our search. Conference papers serve as leading indicators for the focus of future journal articles since it is usually expected that the best conference papers will eventually evolve to journal articles (Awasthi and Sangle, 2012). Hence, the most relevant conference publications were also selected.…”

El éxito del Comercio Móvil B2C: factores de adopción y propuestas de valor de las empresas

“…La utilización de dispositivos móviles en las compras es percibida por los individuos como un signo de estatus (Hsu et al, 2007), y la influencia del grupo en la decisión de adoptar este canal está ampliamente contrastada (Gu et al, 2009;Lu, 2014 móviles luchan por destacar con la publicidad la idea que la utilización del dispositivo móvil es consistente con los valores y necesidades de los potenciales clientes (Chen, 2008), buscando representar la afinidad del dispositivo con la vida de los potenciales clientes (Bigné et al, 2007). En este sentido, es interesante resaltar las ventajas que reporta a ambas partes de la relación el marketing de permiso y la integración del comercio móvil en el CRM de la empresa (el denominado Mobile-Crm) (Awasthi y Sangle, 2012).…”

Social CRM Adoption and its Impact on Performance Outcomes: a Literature Review

“…As already observed in the review on customer relationship management (CRM) technology in multichannel environment, written by Awasthi and Sangle (2012), in recent years new channels have emerged and one of the integral needs of CRM is the extension of services to multiple channels. The channels that are currently playing an important role in CRM are social media: customers and potential customers are conversing openly about brands, services or products through it, and the utilization of cus-tomer-preferred channels is becoming a must in order to acquire and retain such customers.…”