Electronic customer relationship management assimilation in Southeastern European companies—cluster analysis

Melovic, B., Rondovic, B., Mitrovic-Veljkovic, S., Ocovaj, S.B. and Dabic, M. ORCID: 0000-0001-8374-9719, 2020. Electronic customer relationship management assimilation in Southeastern European companies—cluster analysis. IEEE Transactions on Engineering Management. ISSN 0018-9391

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Abstract

This article aims to investigate the factors influencing the electronic customer relationship management (e-CRM) assimilation in Southeastern European companies. With ICT innovation in mind, a conceptual model is developed, integrating three theories of innovative diffusion. Multivariate techniques, factor analysis, and cluster analysis are applied in order to reduce the number of variables and classify the cases. A discriminant analysis is taken in order to test the reliability of the clustering and to explore the clusters’ characteristics. The relationships between cluster categorization and life cycle phases, along with the size of the firm, are all checked against contingency coefficients. When comparing cluster categorization, the research results show that the significance of technical, organizational, and environmental factors changes depending on the phase of the e-CRM assimilation. The results additionally show that the degree of usage and diffusion of these technologies differs in small to medium enterprises compared to big enterprises. Owing to these findings, which have enabled us to provide insights into the ways in which contextual factors influence the e-CRM assimilation, theorists, and practitioners can see the necessary patterns of action.

Item Type: Journal article
Publication Title: IEEE Transactions on Engineering Management
Creators: Melovic, B., Rondovic, B., Mitrovic-Veljkovic, S., Ocovaj, S.B. and Dabic, M.
Publisher: Institute of Electrical and Electronics Engineers
Date: 4 March 2020
ISSN: 0018-9391
Identifiers:
NumberType
10.1109/tem.2020.2972532DOI
1359192Other
Divisions: Schools > Nottingham Business School
Record created by: Jonathan Gallacher
Date Added: 08 Sep 2020 08:57
Last Modified: 08 Sep 2020 08:57
URI: http://irep.ntu.ac.uk/id/eprint/40635

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