Analyzing the Merits of Cloud CRM by MEC and ISM
Software as a Service (SaaS) foster customer relationship management (CRM). The benefits of CRM of cloud computing for an enterprise are identified by using appropriate qualitative methodologies, including means-end chain (MEC) and interpretive structural
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Abstract. Software as a Service (SaaS) foster customer relationship management (CRM). The benefits of CRM of cloud computing for an enterprise are identified by using appropriate qualitative methodologies, including means-end chain (MEC) and interpretive structural modeling (ISM) methods. This study elucidates the organizational benefits of CRM in this emerging field. This study focuses on the following objectives: (1) to understand the feasibility of applying cloud computing-based SaaS technology, (2) to explore the enterprise value of CRM services and introduce cloud computing technology to enterprises. Keywords: Cloud CRM, means-end chain (MEC), interpretive structural modeling (ISM), system value.
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Introduction
Customer relationship management (CRM) has widespread recognition from academics and practitioners. The 80/20 principle states that 80% of commercial profits earned originate from the top 20% customers [1]. A long-term mutually beneficial relationship with customers is essential to business survival and continued growth. As the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction [2]. Cloud computing is gradually creating a shift in which firms move from a fixed infrastructure capacity to a more flexible one; firms own some strategic parts; and computer hardware vendors own some less-critical parts rented from giant computer centers [3]. Cusumano [4] posited that cloud computing and the Software as a Service (SaaS) deployment model have clearly become a new commercial platform. In addition to Salesforce.com, some other renowned cloud CRM vendors include Microsoft Dynamics (in collaboration with Chunghwa Telecom for its Taiwan operations) CRM, NetSuite, and sageCRM.com [5]. SaaS applications allow various sized organizations to test and adopt new software applications efficiently [6]. This study attempts to identify to the major perceived benefits of cloud CRM users. *
Corresponding author.
James J. (Jong Hyuk) Park et al. (eds.), Future Information Technology, Lecture Notes in Electrical Engineering 309, DOI: 10.1007/978-3-642-55038-6_35, © Springer-Verlag Berlin Heidelberg 2014
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C.-K. Lin, H.-M. Chuang, and L.-C. Wang
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Literature References
2.1
Customer Relationship Management
Possibly the most important concept of modern marketing [7], customer relation-ship management (CRM) nurtures and maintains mutually beneficial customer rela-tions by delivering customer value and satisfaction. CRM encompasses all aspects of acquiring, retaining, and increasing the number of customers. 2.2
Cloud Computing
Cloud computing allows firms and individuals to obtain resources and software applications over the Internet (i.e. the cloud) [3]. Despite its significantly lower infrastructure costs, cloud computing is limited by concerns over privacy, security, and reliability [3]. Particularly, due to its practical merits, the cloud computing has been widely applied in various fields, such as information retrieving [8], se
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