Organizational characteristics and the CRM adoption process

Eunju Ko, Sook Hyun Kim, Myungsoo Kim, Ji Young Woo

Research output: Contribution to journalArticle

105 Citations (Scopus)

Abstract

The purpose of this study is to identify the status of Customer Relationship Management (CRM) adoption and explore the influence of organizational characteristics on the CRM adoption process in the Korean fashion industry. Using Rogers' [Rogers EM. Diffusion of innovation. New York: Free Press; 1995] innovation decision process model as the conceptual basis, this study surveyed 94 Korean fashion companies to investigate the persuasion, decision, and implementation stages of CRM adoption. Organizational variables included firm characteristics (size, strategy, maturity of information system), product characteristics (category, fashion position, seasonality), and CEO characteristics (age, education). The most frequently used CRM technology is the development of a customer database, whereas the mostly frequently mentioned benefits of CRM are encouraging repurchase. Moreover, respondents' perceptions of CRM benefits affect CRM adoption, influencing the use of various CRM technologies. Organizational strategy, maturity of information system, and product category all significantly influence the adoption process. Empirical findings provide further support for the innovation decision process model developed by Rogers [Rogers EM. Diffusion of innovation. New York: Free Press; 1995] and the CRM adoption model can be used when fashion companies do strategic planning and evaluate the possibility of adopting CRM strategies.

Original languageEnglish
Pages (from-to)65-74
Number of pages10
JournalJournal of Business Research
Volume61
Issue number1
DOIs
Publication statusPublished - 2008 Jan 1

Fingerprint

Customer relationship management
Organizational characteristics
Maturity
Process model
Decision process
Information systems
Diffusion of innovation
Innovation
Firm characteristics
Repurchase
Seasonality
Product category
Data base
Organizational variables
Organizational strategy
Education
Information products
Management strategy
Persuasion
Product characteristics

All Science Journal Classification (ASJC) codes

  • Marketing

Cite this

Ko, Eunju ; Kim, Sook Hyun ; Kim, Myungsoo ; Woo, Ji Young. / Organizational characteristics and the CRM adoption process. In: Journal of Business Research. 2008 ; Vol. 61, No. 1. pp. 65-74.
@article{a9cdb0538e5f4213ba876fbaf2f008ca,
title = "Organizational characteristics and the CRM adoption process",
abstract = "The purpose of this study is to identify the status of Customer Relationship Management (CRM) adoption and explore the influence of organizational characteristics on the CRM adoption process in the Korean fashion industry. Using Rogers' [Rogers EM. Diffusion of innovation. New York: Free Press; 1995] innovation decision process model as the conceptual basis, this study surveyed 94 Korean fashion companies to investigate the persuasion, decision, and implementation stages of CRM adoption. Organizational variables included firm characteristics (size, strategy, maturity of information system), product characteristics (category, fashion position, seasonality), and CEO characteristics (age, education). The most frequently used CRM technology is the development of a customer database, whereas the mostly frequently mentioned benefits of CRM are encouraging repurchase. Moreover, respondents' perceptions of CRM benefits affect CRM adoption, influencing the use of various CRM technologies. Organizational strategy, maturity of information system, and product category all significantly influence the adoption process. Empirical findings provide further support for the innovation decision process model developed by Rogers [Rogers EM. Diffusion of innovation. New York: Free Press; 1995] and the CRM adoption model can be used when fashion companies do strategic planning and evaluate the possibility of adopting CRM strategies.",
author = "Eunju Ko and Kim, {Sook Hyun} and Myungsoo Kim and Woo, {Ji Young}",
year = "2008",
month = "1",
day = "1",
doi = "10.1016/j.jbusres.2006.05.011",
language = "English",
volume = "61",
pages = "65--74",
journal = "Journal of Business Research",
issn = "0148-2963",
publisher = "Elsevier",
number = "1",

}

Organizational characteristics and the CRM adoption process. / Ko, Eunju; Kim, Sook Hyun; Kim, Myungsoo; Woo, Ji Young.

In: Journal of Business Research, Vol. 61, No. 1, 01.01.2008, p. 65-74.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Organizational characteristics and the CRM adoption process

AU - Ko, Eunju

AU - Kim, Sook Hyun

AU - Kim, Myungsoo

AU - Woo, Ji Young

PY - 2008/1/1

Y1 - 2008/1/1

N2 - The purpose of this study is to identify the status of Customer Relationship Management (CRM) adoption and explore the influence of organizational characteristics on the CRM adoption process in the Korean fashion industry. Using Rogers' [Rogers EM. Diffusion of innovation. New York: Free Press; 1995] innovation decision process model as the conceptual basis, this study surveyed 94 Korean fashion companies to investigate the persuasion, decision, and implementation stages of CRM adoption. Organizational variables included firm characteristics (size, strategy, maturity of information system), product characteristics (category, fashion position, seasonality), and CEO characteristics (age, education). The most frequently used CRM technology is the development of a customer database, whereas the mostly frequently mentioned benefits of CRM are encouraging repurchase. Moreover, respondents' perceptions of CRM benefits affect CRM adoption, influencing the use of various CRM technologies. Organizational strategy, maturity of information system, and product category all significantly influence the adoption process. Empirical findings provide further support for the innovation decision process model developed by Rogers [Rogers EM. Diffusion of innovation. New York: Free Press; 1995] and the CRM adoption model can be used when fashion companies do strategic planning and evaluate the possibility of adopting CRM strategies.

AB - The purpose of this study is to identify the status of Customer Relationship Management (CRM) adoption and explore the influence of organizational characteristics on the CRM adoption process in the Korean fashion industry. Using Rogers' [Rogers EM. Diffusion of innovation. New York: Free Press; 1995] innovation decision process model as the conceptual basis, this study surveyed 94 Korean fashion companies to investigate the persuasion, decision, and implementation stages of CRM adoption. Organizational variables included firm characteristics (size, strategy, maturity of information system), product characteristics (category, fashion position, seasonality), and CEO characteristics (age, education). The most frequently used CRM technology is the development of a customer database, whereas the mostly frequently mentioned benefits of CRM are encouraging repurchase. Moreover, respondents' perceptions of CRM benefits affect CRM adoption, influencing the use of various CRM technologies. Organizational strategy, maturity of information system, and product category all significantly influence the adoption process. Empirical findings provide further support for the innovation decision process model developed by Rogers [Rogers EM. Diffusion of innovation. New York: Free Press; 1995] and the CRM adoption model can be used when fashion companies do strategic planning and evaluate the possibility of adopting CRM strategies.

UR - http://www.scopus.com/inward/record.url?scp=35948951508&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=35948951508&partnerID=8YFLogxK

U2 - 10.1016/j.jbusres.2006.05.011

DO - 10.1016/j.jbusres.2006.05.011

M3 - Article

AN - SCOPUS:35948951508

VL - 61

SP - 65

EP - 74

JO - Journal of Business Research

JF - Journal of Business Research

SN - 0148-2963

IS - 1

ER -