The Intention of The Sales Force To Use Mobile CRM: Model Development and Validation

Abstract

There is growing interest in the use of mobile devices and services in firm-client relationships, and especially in sales force management (MSI 2012). Accordingly, we investigate the behavioural intentions of B2B sales managers to use mobile CRM in the course of their work. A conceptual model of mobile CRM adoption is developed and empirically tested with data from 105 sales managers representing five B2B companies. The results highlight the role of perceived usefulness in determining a user's attitude to mobile CRM and their intention to use it. In addition, perceived reachability and perceived behavioural control were found to explain intention to use. Contrary to expectations, neither attitude or the user's experience of CRM software nor their experience of mobile devices explains the adoption of mobile CRM.

Information technology and marketing: an important partnership for decades

“…Further, machines were connected to cloud servers and the Internet, which is called the Internet of things (IOT), and supplies could be ordered without the necessary interaction of a user (Chmaj and Selvaraj, 2015; Anwar, 2018). Cloud infrastructures have made data globally available and allow marketing to use mobile CRM and automated sales force tools (Püschel and Neumann, 2009; Töllinen et al , 2015; Karjaluoto et al 2014, 2015). Databases were improved fundamentally by blockchain technologies that brought cryptocurrencies into webshops in addition to supplying cyber security, which enhanced the overall trade performance (Avital et al , 2016; Mauri et al , 2018; Chang et al , 2019).…”

Digital transformation of customer interactions : aligning marketing, sales and IT

“…Further, machines were connected to cloud servers and the internet, which is called the internet of things (IOT), and could order supplies without necessary interaction of a user (Anwar, 2018;Chmaj & Selvaraj, 2015). Cloud infrastructures have made data globally available and allow marketing to use mobile CRM and automated sales force tools (Karjaluoto et al, 2015;Püschel & Neumann, 2009;Töllinen et al, 2015). Databases were improved fundamentally by blockchain technologies that brought cryptocurrencies into webshops in addition to supplying cyber security (Avital et al, 2016;Mauri et al, 2018).…”