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Customer relationship management: digital transformation and sustainable business model innovation

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  • Hermenegildo Gil-Gomez
  • Vicente Guerola-Navarro
  • Raul Oltra-Badenes
  • José Antonio Lozano-Quilis

Abstract

The point of departure for this study is the understanding of customer relationship management (CRM) as a set of technological solutions key for efficient business management, the benefits of which, highlighted by previous works, are presented and defined here as crucial for entrepreneurial success. Of particular interest for this purpose are the existing studies on sustainability, which provide a viable research model to assess and validate the potential effect of each CRM component (sales, marketing, and services) on the three dimensions of sustainability (economic, environmental, and social). Upon confirmation of our hypotheses, the subsequent validation of such model should bring a better understanding of the way in which CRM-related benefits may increase the positive impact of its components on each dimension of sustainability. CRM can hence be considered a sort of Green IT, oriented toward digital transformation and sustainable business model innovation. Indeed, this research model may be the basis for a more specific methodology to measure the impact and benefits of applying CRM, understood, as we will contend, both in terms of sustainable business models and innovation.

Suggested Citation

  • Hermenegildo Gil-Gomez & Vicente Guerola-Navarro & Raul Oltra-Badenes & José Antonio Lozano-Quilis, 2020. "Customer relationship management: digital transformation and sustainable business model innovation," Economic Research-Ekonomska Istraživanja, Taylor & Francis Journals, vol. 33(1), pages 2733-2750, January.
    • Handle: RePEc:taf:reroxx:v:33:y:2020:i:1:p:2733-2750
    DOI: 10.1080/1331677X.2019.1676283
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    Cited by:

    1. Rafael Martínez-Peláez & Alberto Ochoa-Brust & Solange Rivera & Vanessa G. Félix & Rodolfo Ostos & Héctor Brito & Ramón A. Félix & Luis J. Mena, 2023. "Role of Digital Transformation for Achieving Sustainability: Mediated Role of Stakeholders, Key Capabilities, and Technology," Sustainability, MDPI, vol. 15(14), pages 1-27, July.
    2. Ling Pan & Zeshui Xu & Marinko Skare, 2023. "Sustainable business model innovation literature: a bibliometrics analysis," Review of Managerial Science, Springer, vol. 17(3), pages 757-785, April.
    3. Lahcene Makhloufi & László Vasa & Joanna Rosak-Szyrocka & Farouk Djermani, 2023. "Understanding the Impact of Big Data Analytics and Knowledge Management on Green Innovation Practices and Organizational Performance: The Moderating Effect of Government Support," Sustainability, MDPI, vol. 15(11), pages 1-22, May.
    4. Elgiz Yılmaz Altuntaş & Esin Cumhur Yalçın, 2023. "COVID-19 Pandemic Learning: The Uprising of Remote Detailing in Pharmaceutical Sector Using Sales Force Automation and Its Sustainable Impact on Continuing Medical Education," Sustainability, MDPI, vol. 15(11), pages 1-29, June.
    5. Valeri GAGAUZ, 2022. "Erp System Implementation In The Small And Medium Enterprises: Evidence From The Republic Of Moldova," Contemporary Economy Journal, Constantin Brancoveanu University, vol. 7(4), pages 154-161.
    6. Marco Cioppi & Ilaria Curina & Barbara Francioni & Elisabetta Savelli, 2023. "Digital transformation and marketing: a systematic and thematic literature review," Italian Journal of Marketing, Springer, vol. 2023(2), pages 207-288, June.
    7. Francesco Caputo & Pierpaolo Magliocca & Rossella Canestrino & Erika Rescigno, 2023. "Rethinking the Role of Technology for Citizens’ Engagement and Sustainable Development in Smart Cities," Sustainability, MDPI, vol. 15(13), pages 1-19, July.

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