Elucidating the Merits of Customer Relationship Management in Cloud Computing

Authors

Huan-Ming Chuang, Department of Information Management, National Yunlin University of Science and Technology, 123, University Rd., Section 3, Douliou, Yunlin 640, Taiwan, R.O.C.Follow
Chien-Ku Lin, Department of Information Management, National Yunlin University of Science and Technology, 123, University Rd., Section 3, Douliou, Yunlin 640, Taiwan, R.O.C.Follow
Da-Ren Chen, Department of Information Management, National Taichung University of Science and Technology, 129, Section 3, Sanmin Rd., North District, Taichung City 404, Taiwan, R.O.C.Follow
You-Shyang Chen, Department of Information Management, Hwa Hsia University of Technology, No. 111, Gongzhuan Rd., Zhonghe District, New Taipei City 235, Taiwan, R.O.C.Follow
Li-Chuan Wang, Department of Multimedia and Entertainment Science, Asia-Pacific Institute of Creative Technology, 110, XueFu Rd., Toufen, Miaoli 351, Taiwan, R.O.C.Follow

Author Country (or Countries)

R.O.C.

Abstract

Hi-tech companies pursue innovative strategies continuously to enhance their competitive edge in the emerging cloud computing market. As a cloud service model of competitive strategy, Software as a Service (SaaS) strives to foster customer relationship management (CRM). Based on the cloud experience of professional users in CRM for cloud computing, this study elucidates the organizational benefits of CRM in this emerging field. The benefits of enterprise CRM for cloud computing are identified using appropriate qualitative methodologies, including means-end chain (MEC) and interpretive structural modeling (ISM) methods. This study pursues the following three objectives: (1) to help enterprises 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, and (3) to display the value of an enterprise system more realistically to improve MEC and ISM research methods. Importantly, results of this study significantly contribute to efforts to use the generalized applications of cloud computing in enterprise CRM.

Recommended Citation

Chuang, Huan-Ming; Lin, Chien-Ku; Chen, Da-Ren; Chen, You-Shyang; and Wang, Li-Chuan (2015) "Elucidating the Merits of Customer Relationship Management in Cloud Computing," Applied Mathematics & Information Sciences: Vol. 09: Iss. 4, Article 40.
Available at: https://digitalcommons.aaru.edu.jo/amis/vol09/iss4/40