Determinants of Mobile Customer Relationship Management Adoption and Its Impact on Firm Performance in Kenya

Laura Barasa and Abdi Ahmad

Journal of African Business, 2025, vol. 26, issue 3, 594-614

Abstract: This study investigates the determinants of mobile customer relationship management (mCRM) adoption, and its impact on firm performance measured as sales revenue performance. Data collected from business enterprises in Kenya is analyzed using an instrumental variables endogenous treatment effects model. We find that information technology infrastructure, firm size, and competition are positively associated with the adoption of mCRM. We also find that mCRM has a positive and significant impact on sales revenue performance. We conclude that government investment in information and communications technology infrastructure facilitating the mCRM interface may play a critical role in enhancing firm performance.

Date: 2025
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DOI: 10.1080/15228916.2024.2368315

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