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

Gutiérrez, Sonia San Martín; Jiménez, Nadia; López‐Catalán, Blanca

doi:10.1016/j.reimke.2015.07.001

Cited by 57 publications

(41 citation statements)

References 84 publications

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“…Relationship marketing is widely practice across many business-to-consumer contexts. Companies that strongly adopted and implemented effective relationship marketing have achieved remarkable organisational benefits in the aspects of greater profitability (San Martin, Jimenez & Lopez-Catalan, 2016), customer loyalty (Evans and Laskin, 2008;Marzo -Navarro, Pedraja-Iglesias and Rivera-Torres, 2004), achieving and sustaining competitive advantage (Catalina, 2013). Relationship quality is the key variable to achieve customer loyalty and successful relationship marketing (Prince, Palihawanada, Davies, Winsor, 2016;Jin, Line and Goh, 2013).…”

Section: Introductionmentioning

confidence: 99%

The Effectiveness of Strategic Relationship Marketing: Exploring Relationship Quality towards Customer Loyalty

Lian¹,

Yoong²

2017

IBR

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This study examines customer satisfaction, trust, control mutuality and communication as determinants of relationship quality and customer loyalty in relationship marketing. The study focuses on Malaysian telecommunication industry in the business-to-customer context. The structural equation modelling technique is used to empirically test the proposed hypotheses based on the sample size of 405 customers collected by a questionnaire survey. Trust had the greatest positive influence on relationship quality, followed by satisfaction. Subsequently, there was no significant effect of control mutuality and communication on relationship quality. Customer loyalty was significantly affected by relationship quality. The contribution of this paper is twofold. From a theoretical perspective, the social exchange theory is validated and it offers both a conceptual foundation and empirical-based evaluation of customer loyalty through the context of relationship quality. In the practical perspective, the findings proposed useful information to the telecommunication service providers in developing more effective relationship marketing strategies to build better relationship quality and customer loyalty.

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Section: Introductionmentioning

confidence: 99%

The Effectiveness of Strategic Relationship Marketing: Exploring Relationship Quality towards Customer Loyalty

Lian¹,

Yoong²

2017

IBR

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“…Business concerns refer to perceived limitations, risks or problems that a firm can encounter when adopting innovations. The complexity of certain technological innovations, such as cloud computing, data warehouses, application service providers (ASP) and even, initially, electronic data interchange (EDI) have hindered adoption by firms (Rogers, 1995). Chau and Tam (1997), in their study on the adoption of open systems, note that perceived technological barriers in innovation determine (in this case negatively) their implementation in firms.…”

Section: Technological Contextmentioning

confidence: 99%

Understanding the Determinants for the Adoption of Mobile Market Research: An Empirical Study in the Spanish Market Research Industry

2020

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The aim of this study is to investigate the determinants for the intention to adopt mobile technology as a data collection methodology in market research projects. A conceptual framework was developed using the technology-organization-environment (TOE) model to identify technological factors (perceived benefits and limitations), organizational factors (open attitude toward change, professional competence, satisfaction with traditional systems, and firm size), and environmental factors (industry pressure, client pressure, and participant pressure) affecting adoption. The empirical study was performed with data from 67 firms in the Spanish market research industry, which were analyzed using partial least squares (PLS). The results suggest that only organizational and environmental factors have a significant influence on adoption. Key factors include professional competence, organizational openness, satisfaction with traditional and online methodologies, and pressure from industry, clients and survey participants. The findings reveal that technological characteristics are no longer a driver, as firms are starting to adopt mobile marketing research based on its greater convenience for participants, and as an element of strategic differentiation.

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“…Therefore, [13] describe the social model of CRM where customers increasingly expect access, transparency, honesty, and collaboration with the companies that they choose to do business with. In this context, [4] noted that organizations face the process of constructing and maintaining relationships that prove to be valuable for both customers and the organizations.…”

Section: B Social Media As a Marketing Toolmentioning

confidence: 99%

“…Consequently, the idea of new marketing techniques in business highlights the importance of obtaining complete and accurate knowledge about customer behavior. Recently, [4] explained that organizations that aim to create reciprocal and effective relationships with their customers can obtain more effective marketing relationships. Additionally, social media platforms such as Twitter and Facebook allow the construction of virtual customer environments where online communities of interest form around specific firms, brands and products [5].…”

Section: Introductionmentioning

confidence: 99%

The Use of Social Media as a Marketing Tool for Purchase Adaption and Purchase Intention to Improve Competitive Advantage

Jarrah¹

2018

IJTEF

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the use of social media as a marketing tool is one of the important issues affecting the achievement of an organization's objectives in competitive business. As a result, there is a growing interest in the further study of the factors that lead to a competitive advantage. Today, the focus is on these factors related to social media as a marketing tool on purchase adaption and purchase intention to improve competitive advantage. Hence, in this paper, we propose a conceptual model of social media as a marketing tool on purchase adaption and purchase intention to improve competitive advantage. It highlights the different purchase adaption factors (customer acquisition, customer retention, and customer expansion) and purchase intention factors (customer satisfaction, customer loyalty, and customer profitability) and how their existence can affect the cloud environment. This conceptual model provides useful insights and suggestions for organizations that could ultimately lead to organizational competitiveness and an increased level of trust between organizations and customers to improve competitive advantage.Index Terms-Social media, marketing, purchase adaption, purchase intention, and competitive advantage.

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

Abstract: Please cite this article in press as: San-Martín, S., et al. The firms benefits of mobile CRM from the relationship marketing approach and the TOE model. Revista Española de Investigación en Marketing ESIC 2015, http://dx.

Cited by 57 publications

References 84 publications

The Effectiveness of Strategic Relationship Marketing: Exploring Relationship Quality towards Customer Loyalty

The Effectiveness of Strategic Relationship Marketing: Exploring Relationship Quality towards Customer Loyalty

Understanding the Determinants for the Adoption of Mobile Market Research: An Empirical Study in the Spanish Market Research Industry

The Use of Social Media as a Marketing Tool for Purchase Adaption and Purchase Intention to Improve Competitive Advantage

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