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Keywords = ubiquitous CRM

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12 pages, 300 KiB  
Article
The New Times of Social Media Marketing in the B2B Framework
by João M. Lopes and José Oliveira
Businesses 2022, 2(2), 156-167; https://doi.org/10.3390/businesses2020011 - 9 Apr 2022
Cited by 2 | Viewed by 5312
Abstract
Nowadays, we live in the age of Marketing 4.0. Historically, marketing has often depended on changing consumer habits and needs. Thus, it is necessary to understand the new habits and needs of the consumer to make companies more and more effective. Currently, social [...] Read more.
Nowadays, we live in the age of Marketing 4.0. Historically, marketing has often depended on changing consumer habits and needs. Thus, it is necessary to understand the new habits and needs of the consumer to make companies more and more effective. Currently, social media marketing (SMM) is ubiquitous in organizations, and is seen as a tool to achieve strategic goals. Therefore, SMM is important for companies to adapt their approach to customer relationship management and advance new marketing competencies to enable customer satisfaction. To drive customer satisfaction and improve customer experience, managers are loading social media applications into their current customer relationship management (CRM) systems. This study seeks to understand the feasibility of implementing SMM in business to business (B2B) companies and how this affects CRM and customer knowledge management (CKM). For this study, data were collected from two Portuguese micro-companies. The methodology used was exploratory qualitative in nature through a multiple case study, wherein semi-structured interviews were applied. It was found that SMM cannot be used in the B2B companies under investigation because CRM needs are much more dependent on CKM than on the mass interactions and indirect communication with the customer that can potentially exist in SMM. In these companies, communication with the client can be adjusted on a case-by-case basis through SMM, without the need for mass communication with all clients. This paper provides implications for the management of micro-enterprises regarding social media marketing. It also contributes to the development of the literature on SMM, CRM and CKM. Full article
18 pages, 3993 KiB  
Article
Adoption of Ubiquitous CRM for Operational Sustainability of the Firms: Moderating Role of Technology Turbulence
by Sheshadri Chatterjee, Ranjan Chaudhuri, Antonino Galati and Demetris Vrontis
Sustainability 2021, 13(18), 10358; https://doi.org/10.3390/su131810358 - 16 Sep 2021
Cited by 9 | Viewed by 2947
Abstract
Ubiquitous CRM (UCRM) enhances customer relationship management. It can sense customer needs and demands, to which firms can respond quickly. Therefore, UCRM helps to improve a firm’s agility. There is a growing interest among researchers and practitioners to understand how the adoption of [...] Read more.
Ubiquitous CRM (UCRM) enhances customer relationship management. It can sense customer needs and demands, to which firms can respond quickly. Therefore, UCRM helps to improve a firm’s agility. There is a growing interest among researchers and practitioners to understand how the adoption of UCRM impacts the sustainability of firms’ operations, but not many studies have investigated this issue. In this context, the aim of this study is to examine how firms’ absorptive capacity and dynamic capability could impact the adoption of UCRM to influence the operational sustainability of the firms and their performance. The study also investigates the moderating role of technology turbulence on the relationship between a firm’s operational sustainability and its performance. Using absorptive capacity theory and dynamic capability view theory and reviewing the existing literature, we developed a conceptual model. The model was then validated using a structural equation modeling technique considering 309 usable respondents from different firms that use UCRM for their operational activities. The study found that firms’ absorptive capacity and dynamic capability significantly and positively impact the adoption of UCRM, which in turn significantly and positively impacts firms’ operational sustainability and improves their performance. The study also shows that there is a significant moderating role of technology turbulence on the relationship between operational sustainability and firm performance. Full article
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10 pages, 598 KiB  
Article
Contextualized Ubiquity: A new opportunity for rendering business information and services
by Carlos R. Cunha, Emanuel Peres, Raul Morais, Maximino Bessa and Manuel Cabral Reis
J. Theor. Appl. Electron. Commer. Res. 2010, 5(3), 55-64; https://doi.org/10.4067/S0718-18762010000300006 - 1 Dec 2010
Cited by 12 | Viewed by 844
Abstract
Stating that information and services are ubiquitous, means that they are available anywhere, anytime. The development of mobile-devices with wireless network-access capabilities, together with the decrease in network-traffic costs and the proliferation of free wireless hotspots, makes the use of mobile-devices, as Internet [...] Read more.
Stating that information and services are ubiquitous, means that they are available anywhere, anytime. The development of mobile-devices with wireless network-access capabilities, together with the decrease in network-traffic costs and the proliferation of free wireless hotspots, makes the use of mobile-devices, as Internet access tools, increasingly common and attractive. With novel forms of presenting information and to provide new ways to interact with consumers, new business strategies can be boosted, in Customer Relationship Management (CRM) and m-commerce. This paper describes a different approach to the relationship between customers and business-providers, based on contextualization mechanisms located in commercial products, which in turn acts as a gateway to static tag-embedded information as well as web-based information and services. A wine integrated management system, called SIGPV, is presented as a proof-of-concept, enumerating some of possible major business and CRM benefits. Full article
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