Factors influencing attitudes towards the use of CRMʹs analytical tools in organizations

Urban Šebjan (Author), Samo Bobek (Author), Polona Tominc (Author)

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;

Data

Language:	English
Year of publishing:	2016
Typology:	1.01 - Original Scientific Article
Organization:	UM EPF - Faculty of Economics and Business
UDC:	005.3
COBISS:	12224284
ISSN:	1318-5454
Parent publication:	Organizacija
Views:	832
Downloads:	314
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	Slovenian
Secondary title:	Vpliv organizacijskih dejavnikov na odnos do uporabe analitičnih orodij informacijske rešitve CRM
Secondary abstract:	Ozadje in namen: Informacijska rešitev analitičnega upravljanja s strankami (aCRM IR) zajema med drugim uporabo analitičnih orodij, ki zaradi potrebe organizacij po znanju strank in upravljanju masivnih podatkov, pridobivajo na vse večji veljavi. Zato je bil cilj raziskave ugotoviti, kako naravnanost organizacije (procesna, inovativna in tehnološka) kot kritični organizacijski dejavnik vpliva na odnos do uporabe analitičnih orodij aCRM IR. Zasnova/metodologija/pristop: Za merjenje naravnanosti organizacije (procesna, inovativna in tehnološka) smo preoblikovali obstoječe merilne lestvice, ki smo jih validirali s pomočjo eksploratorne faktorske analize. V naslednji fazi smo oblikovali model, s katerim smo preverjali vpliv naravnanosti organizacije na odnos do uporabe a analitičnih orodij aCRM IR, pri čemer smo uporabili multiplo regresijsko analizo. Model smo preverjali na vzorcu slovenskih organizacij (n=105), ki za analiziranje podatkov o strankah in poslovnih partnerjih uporabljajo analitična orodja. Rezultati: V študiji smo ugotovili, da imajo vsi trije vidiki naravnanosti organizacije, procesna, tehnološka in inovativna naravnanost, pozitivni vpliv na odnos do uporabe analitičnih orodij aCRM IR v organizaciji. Še zlasti je pomembna inovativna naravnanost organizacije, ki ima najmočnejši vpliv na odnos do uporabe analitičnih orodij aCRM IR. Inovativno naravnost je dvodimenzionalni konstrukt. Ugotovili smo, da ima inovativna naravnanost na nove ideje, metode in pristope največji vpliv na odnos do uporabe analitičnih orodij aCRM IR, sledi pa inovativna naravnanost na sprejem novosti v organizaciji. Zaključek: Bolj kot so organizacije inovativno, tehnološko in procesno naravnane, bolj pozitivni odnos imajo v povprečju do uporabe analitičnih orodij aCRM IR. Študija je še posebej pomembna za organizacije, ki vpeljujejo aCRM IR v poslovni sistem.
Secondary keywords:	podjetje;management;informacijska tehnologija;
URN:	URN:NBN:SI
Type (COBISS):	Scientific work
Pages:	str. 28-41
Volume:	ǂVol. ǂ49
Issue:	ǂno. ǂ1
Chronology:	feb. 2016
DOI:	10.1515/orga-2016-0004
ID:	9599679