A model for assessing the impact of cloud computing on the success of customer relationship management systems (case study: agricultural companies)
| Date | 12 August 2019 |
| DOI | https://doi.org/10.1108/DPRG-03-2019-0016 |
| Pages | 461-475 |
| Published date | 12 August 2019 |
| Author | Marieh Khorraminia,Zahra Lesani,Mahdi Ghasvari,Lila Rajabion,Mehdi Darbandi,Alireza Hassani |
A model for assessing the impact of cloud
computing on the success of customer
relationship management systems
(case study: agricultural companies)
Marieh Khorraminia, Zahra Lesani, Mahdi Ghasvari, Lila Rajabion, Mehdi Darbandi and
Alireza Hassani
Abstract
Purpose –Nowadays, communications, products, services and costs are customized through the
internet technology. The main theory to continue competitiveness in the organizations is customer
relationship management (CRM). CRM enables organizations to efficiently interact with customers and
gather, store and examine their data for providing a complete view of them. On the other hand, the
subject of cloud computing has increasingly become the bridge for the success of the CRM
implementation. Therefore, this study aims to investigate the impact of cloud computing (new cloud
facility, knowledge of information technology (IT), cloud security and cost) on the success of CRM
systems.
Design/methodology/approach –The model and the questioners-based data are analyzed using the
Smart PLS 3.0. The datawere gathered based on 80 employees of threemain agricultural companies in
Iran.
Findings –The obtained results have indicated that all of the considered factors, new cloud facilities,
knowledge of IT, cloud security and cost, play an important role in CRM systems’ success. Also, the
evaluation and examination of the consistency and validity of the model are performed through the
structuralequation model.
Research limitations/implications –First, the authors have conducted a study in a single region. It
cannot be guaranteed that the results can be generalized to other regions. Second, for this cross-
sectional study, the research design was conducted that showed constant relationships between
variables. The research done for this study is cross-sectional. Third, because of time and financial
restrictions,the authors have gathered datausing a sample from a single location.
Originality/value –Proposing a new model for investigating of the impact of cloud computing (new
cloud facility,knowledge of Information Technology (IT), cloud securityand cost) on the success of CRM
systemsis the main originality of this paper.
Keywords Agriculture, Relationship, Customer, Success, Management,Security, Cloud computing, Cost
Paper type Research paper
1. Introduction
Cloud computing provides noteworthy financial benefits for organizations and enterprises
and offers high-level collaborative opportunities (Navimipour et al., 2015). However, it
cannot be considered as new technology (Fouladi and Jafari Navimipour, 2017;Hajizadeh
and Jafari Navimipour, 2017). It can reduce total cost and can increase the scalability of
IT-based services (Milani and Navimipour, 2016). With the benefit of cloud computing, new
IT services derived from the junction of business and technology viewpoints that allow users
to access IT resources using mobile phones and tablet computers anytime and anywhere
Marieh Khorraminia is
based at the Payame Noor
University, Tehran, Islamic
Republic of Iran.
Zahra Lesani is based at
the Department of
Management, Islamic Azad
University, Najafabad
Branch, Najafabad, Iran.
Mahdi Ghasvari is based at
the Department of
Marketing Management,
Semnan University,
Semnan, Iran.
Lila Rajabion is based at
the Department of
Information Technology,
University of South Florida,
Sarasota Manatee, North
Sarasota, Florida, USA.
Mehdi Darbandi is based at
the Department of Electrical
and Electronic Engineering,
Eastern Mediterranean
University, Via Mersin 10,
North Cyprus, Turkey.
Alireza Hassani is based at
the Department of Industrial
Management, Firuzkooh
Branch, Islamic Azad
University, Tehran, Iran.
Received 13 March 2019
Revised 7 May 2019
Accepted 13 May 2019
DOI 10.1108/DPRG-03-2019-0016 VOL. 21 NO. 5 2019, pp. 461-475, ©Emerald Publishing Limited, ISSN 2398-5038 jDIGITAL POLICY, REGULATION AND GOVERNANCE jPAGE 461
To continue reading
Request your trial