Transformations  in
Business & Economics

DETERMINANTS OF ECRM ADOPTION AND DIFFUSION-MULTISTAGE ANALYSIS IN THE SOUTH-EASTERN EUROPE
Biljana Rondovic, Boban Melovic, Slavica Mitrovic, Sanja Batic Ocovaj

ABSTRACT. The purpose of this paper is to measure the difference in the degree of influence of technical, organizational and environmental factors in the phases of initiation, adoption and further usage of the eCRM in the companies of South-Eastern Europe. A conceptual model based upon the integration of three important theories of IT adoption and diffusion: TOE framework, DOI theory, and institutional theory. Relevancy of the hypotheses is tested by the means of the inferential statistics. The degree of the significance of the individually reviewed factors varies in different phases of the life cycle of the eCRM. The degree of the influence varies depending on whether these are companies in the MSP group or in the group of big companies. Obtained results show a valuable contribution to the managers to notice and understand the influence of certain factors in the phases of planning, adoption and routinization of the eCRM  .

KEYWORDS: eCRM, decision making, strategy planning, South-Eastern Europe.

JEL classification: M15, M31, O31, O52.