What Drives Users to Use CRM in a Public Cloud Environment? - Insights from European Experts

Abstract

Customer Relationship Management is about managing the core asset of a company - its relationship with customers. Confiding such an important asset to an external service provider requires special attention. Therefore, we investigated which factors influence the willingness of companies, especially in Europe to use CRM in a public cloud environment. Our model of the "Use of CRM" in a public cloud environment is based on empirical data from European experts and has been developed by using Grounded Theory. Important influencing factors are: the composition of the marketing organization, functionality, IT costs, scalability and integration. Safety and security are very important for decision-making process as well.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 7 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.