Factors Influencing Attitudes Towards the Use of CRM’s Analytical Tools in Organizations

Šebjan Urban (), Bobek Samo () and Tominc Polona ()
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Šebjan Urban: Faculty of Economics and Business, University of Maribor, Razlagova 14, 2000 Maribor, Slovenia
Bobek Samo: Faculty of Economics and Business, University of Maribor, Razlagova 14, 2000 Maribor, Slovenia
Tominc Polona: Faculty of Economics and Business, University of Maribor, Razlagova 14, 2000 Maribor, Slovenia

Organizacija, 2016, vol. 49, issue 1, 28-41

Abstract: Background and Purpose: Information solutions for analytical customer relationship management CRM (aCRM IS) that include the use of analytical tools are becoming increasingly important, due organizations’ need for knowledge of their customers and the ability to manage big data. The objective of the research is, therefore, to determine how the organizations’ orientations (process, innovation, and technology) as critical organizational factors affect the attitude towards the use of the analytical tools of aCRM IS.Design/Methodology/Approach: To measure the orientation of the organization (process, innovation, and technology), we redesigned the existing scale, which was validated using exploratory factor analysis. In the next phase, we created a model by which we examined the impact of the organization’s stance in relation to the use of the analytical tools of aCRM IS, where we used multiple regression analysis. The model was verified on a sample of Slovenian Organizations (n=105), which use the analytical tools of aCRM IS for analyzing the data they have on their customers and business partners.Results: In the study we found that all critical factors of the organization, specifically process, technology, and innovation orientation, have a positive impact on the attitudes towards using the analytical tools of aCRM IS. Innovation orientation is particularly important and has the strongest influence on the attitude towards using the analytical tools of aCRM IS. We found that innovation orientation on new ideas, methods, and approaches has the strongest effect, followed by the impact of innovation orientation on acceptance of novelty.Conclusion: The more innovation-, technology-, and process-oriented organizations are, the more positive their attitude towards using the analytical tools of aCRM IS. The study is particularly important for organizations that are introducing an aCRM IS into their business system.

Keywords: critical organizational factors; analytical customer relationship management (aCRM); analytical tools; attitudes towards use of aCRM (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:organi:v:49:y:2016:i:1:p:28-41:n:4

DOI: 10.1515/orga-2016-0004

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