Factors Influencing Attitudes Towards the Use of CRM’s Analytical Tools in Organizations

Abstract

Background and Purpose: Information solutions for analytical customer relationship management CRM (aCRM IS) that include the use of analytical tools are becoming increasingly important, due organizations’ need for knowledge of their customers and the ability to manage big data. The objective of the research is, therefore, to determine how the organizations’ orientations (process, innovation, and technology) as critical organizational factors affect the attitude towards the use of the analytical tools of aCRM IS.

Keywords

• critical organizational factors
• analytical customer relationship management (aCRM)
• analytical tools
• attitudes towards use of aCRM