Examining CRM and ECRM Adoption by Greek Firms

Irene Samanta

doi:doi:10.11648/j.ijse.20190302.11

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Examining CRM and ECRM Adoption by Greek Firms

Irene Samanta

Published in International Journal of Systems Engineering (Volume 3, Issue 2)

Received: 14 March 2019 Accepted: 17 September 2019 Published: 16 December 2019

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Abstract

The aim of this research is to investigate Customer Relation Marketing characteristics in Business to Business Relations that are developed between suppliers and clients taking into account parameters of Information Technology that have been created to enhance CRM in recent years. The continuous development of Information technologies and its interaction with marketing are a resource to create value for the customer. The research was conducted in 73 Greek companies using cross-tab analysis to investigate the possible relation of IT use and CRM adoption in B2B firms. CRM software in companies activities have a significant importance to improve the competitive advantage by understanding better customer needs. Fifty percent of worldwide projects on CRM systems are failing because marketing managers and CEO have the belief that CRM will solve all their company problems. CRM is not only used as a marketing and business tool but a complex combination tool that is applied in various business areas. CRM system aims to the creation of mutual satisfactory long term relationships between buyers and purchasers. The findings reveal that firms apply traditionally CRM processes such as sales and customer service even if they are aware of using Information Technologies in order to interact with clients.

Published in	International Journal of Systems Engineering (Volume 3, Issue 2)
DOI	10.11648/j.ijse.20190302.11
Page(s)	17-24
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2019. Published by Science Publishing Group

Keywords

Customer Relationship Marketing, Information Technology, Business to Business

References

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APA Style

Irene Samanta. (2019). Examining CRM and ECRM Adoption by Greek Firms. International Journal of Systems Engineering, 3(2), 17-24. https://doi.org/10.11648/j.ijse.20190302.11

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ACS Style

Irene Samanta. Examining CRM and ECRM Adoption by Greek Firms. Int. J. Syst. Eng. 2019, 3(2), 17-24. doi: 10.11648/j.ijse.20190302.11

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AMA Style

Irene Samanta. Examining CRM and ECRM Adoption by Greek Firms. Int J Syst Eng. 2019;3(2):17-24. doi: 10.11648/j.ijse.20190302.11

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@article{10.11648/j.ijse.20190302.11,
  author = {Irene Samanta},
  title = {Examining CRM and ECRM Adoption by Greek Firms},
  journal = {International Journal of Systems Engineering},
  volume = {3},
  number = {2},
  pages = {17-24},
  doi = {10.11648/j.ijse.20190302.11},
  url = {https://doi.org/10.11648/j.ijse.20190302.11},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijse.20190302.11},
  abstract = {The aim of this research is to investigate Customer Relation Marketing characteristics in Business to Business Relations that are developed between suppliers and clients taking into account parameters of Information Technology that have been created to enhance CRM in recent years. The continuous development of Information technologies and its interaction with marketing are a resource to create value for the customer. The research was conducted in 73 Greek companies using cross-tab analysis to investigate the possible relation of IT use and CRM adoption in B2B firms. CRM software in companies activities have a significant importance to improve the competitive advantage by understanding better customer needs. Fifty percent of worldwide projects on CRM systems are failing because marketing managers and CEO have the belief that CRM will solve all their company problems. CRM is not only used as a marketing and business tool but a complex combination tool that is applied in various business areas. CRM system aims to the creation of mutual satisfactory long term relationships between buyers and purchasers. The findings reveal that firms apply traditionally CRM processes such as sales and customer service even if they are aware of using Information Technologies in order to interact with clients.},
 year = {2019}
}

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TY  - JOUR
T1  - Examining CRM and ECRM Adoption by Greek Firms
AU  - Irene Samanta
Y1  - 2019/12/16
PY  - 2019
N1  - https://doi.org/10.11648/j.ijse.20190302.11
DO  - 10.11648/j.ijse.20190302.11
T2  - International Journal of Systems Engineering
JF  - International Journal of Systems Engineering
JO  - International Journal of Systems Engineering
SP  - 17
EP  - 24
PB  - Science Publishing Group
SN  - 2640-4230
UR  - https://doi.org/10.11648/j.ijse.20190302.11
AB  - The aim of this research is to investigate Customer Relation Marketing characteristics in Business to Business Relations that are developed between suppliers and clients taking into account parameters of Information Technology that have been created to enhance CRM in recent years. The continuous development of Information technologies and its interaction with marketing are a resource to create value for the customer. The research was conducted in 73 Greek companies using cross-tab analysis to investigate the possible relation of IT use and CRM adoption in B2B firms. CRM software in companies activities have a significant importance to improve the competitive advantage by understanding better customer needs. Fifty percent of worldwide projects on CRM systems are failing because marketing managers and CEO have the belief that CRM will solve all their company problems. CRM is not only used as a marketing and business tool but a complex combination tool that is applied in various business areas. CRM system aims to the creation of mutual satisfactory long term relationships between buyers and purchasers. The findings reveal that firms apply traditionally CRM processes such as sales and customer service even if they are aware of using Information Technologies in order to interact with clients.
VL  - 3
IS  - 2
ER  -

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Author Information

Irene Samanta

Department of Business Administration, University of West Attica, Piraeus, Greece

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APA Style

Irene Samanta. (2019). Examining CRM and ECRM Adoption by Greek Firms. International Journal of Systems Engineering, 3(2), 17-24. https://doi.org/10.11648/j.ijse.20190302.11

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ACS Style

Irene Samanta. Examining CRM and ECRM Adoption by Greek Firms. Int. J. Syst. Eng. 2019, 3(2), 17-24. doi: 10.11648/j.ijse.20190302.11

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AMA Style

Irene Samanta. Examining CRM and ECRM Adoption by Greek Firms. Int J Syst Eng. 2019;3(2):17-24. doi: 10.11648/j.ijse.20190302.11

Copy | Download

@article{10.11648/j.ijse.20190302.11,
  author = {Irene Samanta},
  title = {Examining CRM and ECRM Adoption by Greek Firms},
  journal = {International Journal of Systems Engineering},
  volume = {3},
  number = {2},
  pages = {17-24},
  doi = {10.11648/j.ijse.20190302.11},
  url = {https://doi.org/10.11648/j.ijse.20190302.11},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijse.20190302.11},
  abstract = {The aim of this research is to investigate Customer Relation Marketing characteristics in Business to Business Relations that are developed between suppliers and clients taking into account parameters of Information Technology that have been created to enhance CRM in recent years. The continuous development of Information technologies and its interaction with marketing are a resource to create value for the customer. The research was conducted in 73 Greek companies using cross-tab analysis to investigate the possible relation of IT use and CRM adoption in B2B firms. CRM software in companies activities have a significant importance to improve the competitive advantage by understanding better customer needs. Fifty percent of worldwide projects on CRM systems are failing because marketing managers and CEO have the belief that CRM will solve all their company problems. CRM is not only used as a marketing and business tool but a complex combination tool that is applied in various business areas. CRM system aims to the creation of mutual satisfactory long term relationships between buyers and purchasers. The findings reveal that firms apply traditionally CRM processes such as sales and customer service even if they are aware of using Information Technologies in order to interact with clients.},
 year = {2019}
}

Copy | Download

TY  - JOUR
T1  - Examining CRM and ECRM Adoption by Greek Firms
AU  - Irene Samanta
Y1  - 2019/12/16
PY  - 2019
N1  - https://doi.org/10.11648/j.ijse.20190302.11
DO  - 10.11648/j.ijse.20190302.11
T2  - International Journal of Systems Engineering
JF  - International Journal of Systems Engineering
JO  - International Journal of Systems Engineering
SP  - 17
EP  - 24
PB  - Science Publishing Group
SN  - 2640-4230
UR  - https://doi.org/10.11648/j.ijse.20190302.11
AB  - The aim of this research is to investigate Customer Relation Marketing characteristics in Business to Business Relations that are developed between suppliers and clients taking into account parameters of Information Technology that have been created to enhance CRM in recent years. The continuous development of Information technologies and its interaction with marketing are a resource to create value for the customer. The research was conducted in 73 Greek companies using cross-tab analysis to investigate the possible relation of IT use and CRM adoption in B2B firms. CRM software in companies activities have a significant importance to improve the competitive advantage by understanding better customer needs. Fifty percent of worldwide projects on CRM systems are failing because marketing managers and CEO have the belief that CRM will solve all their company problems. CRM is not only used as a marketing and business tool but a complex combination tool that is applied in various business areas. CRM system aims to the creation of mutual satisfactory long term relationships between buyers and purchasers. The findings reveal that firms apply traditionally CRM processes such as sales and customer service even if they are aware of using Information Technologies in order to interact with clients.
VL  - 3
IS  - 2
ER  -

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