Understanding the process of CRM adoption stages: a conceptual model based on toe framework

Customer relationship management (CRM) is the technique presented in this study that enables organizations, to know and to better understand their customers’ needs, treating each them differently. CRM improves the organization’s ability to interact with their customers and to build a competitive advantage, which is continuing to receive considerable attention from scholars and business context.
However, a review of Literature indicates that there is a lack of research related to CRM adoption stages. To fill this gap, this study presents a conceptual model to examine the antecedents, at the firm level, in technology-organization-environment contexts (TOE) framework, which affects CRM adoption stages (i.e. intention, adoption, and routinization). Data collected from 277 companies, are used to test the conceptual model. “Partial least squares” (PLS) is the technique used to examine the related hypotheses. The findings and contributions of the study are presented.