Organizational Factors Influencing Effective Use of CRM Solutions

AbstractIn this paper we discuss the issues of effective use of information solutions of customer relations management. The conceptual model is developed based on the Technology acceptance model (TAM). In the literature we can see that researchers often analyze the usefulness of CRM solutions at the level of individuals, and less at the level of organization and its orientations. These aspects are included in the model, proposed in this article, by the set of organizational factors which may influence the effective use of CRM solutions. Organizational factors are reflected in the three types of orientations – in process, technological and innovation orientation of organization. The conceptual model is presented and organizational factors are discussed in more detail. The original value of this paper is in the constructed conceptual model that combines use of CRM solutions at the level of organization and critical organizational factors. The platform of the conceptual model enables its future empirical testing