The impact of mobile customer relationship management (mCRM) on sales collaboration and sales performance

Michael Rodriguez () and Stefanie Boyer
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Michael Rodriguez: Campbell University
Stefanie Boyer: Bryant University

Journal of Marketing Analytics, 2020, vol. 8, issue 3, No 3, 137-148

Abstract: Abstract In our study, a measure of Mobile CRM (mCRM) is adapted and applied to salespeople in a business-to-business sales context. We propose a research model that integrates Technology Acceptance Model and DeLone and McLean’s IS success model to investigate the impact mCRM has on sales performance. Relationships with sales business process, traditional CRM use, collaboration and sales performance are conceptualized and tested. Results suggest that sales performance is highest when digital tools such as mCRM are supported by sales process. Results also suggest that mCRM impacts the relationship performance with customers when collaboration mediates the relationship. Overall, the research empirically demonstrates that mCRM plays an important role in traditional CRM adoption and in sales performance when sales process capabilities and collaboration are involved.

Keywords: Mobile; CRM; Analytics; Sales; Sales performance (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (11)

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DOI: 10.1057/s41270-020-00087-3

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