Original scientific paper
https://doi.org/10.1080/1331677X.2019.1676283
Customer relationship management: digital transformation and sustainable business model innovation
Hermenegildo Gil-Gomez
Vicente Guerola-Navarro
Raul Oltra-Badenes
José Antonio Lozano-Quilis
Abstract
The point of departure for this study is the understanding of customer
relationship management (CRM) as a set of technological
solutions key for efficient business management, the benefits of
which, highlighted by previous works, are presented and defined
here as crucial for entrepreneurial success. Of particular interest
for this purpose are the existing studies on sustainability, which
provide a viable research model to assess and validate the potential
effect of each CRM component (sales, marketing, and services)
on the three dimensions of sustainability (economic, environmental,
and social). Upon confirmation of our hypotheses, the subsequent
validation of such model should bring a better
understanding of the way in which CRM-related benefits may
increase the positive impact of its components on each dimension
of sustainability. CRM can hence be considered a sort of
Green IT, oriented toward digital transformation and sustainable
business model innovation. Indeed, this research model may be
the basis for a more specific methodology to measure the impact
and benefits of applying CRM, understood, as we will contend,
both in terms of sustainable business models and innovation.
Keywords
Customer relationship management; sustainability; green IT; common goods; customer knowledge management; innovation
Hrčak ID:
254660
URI
Publication date:
9.2.2021.
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