Electronic Customer Relationship Management Assimilation in Southeastern European Companies—Cluster Analysis

This article aims to investigate the factors influencing the electronic customer relationship management (e-CRM) assimilation in Southeastern European companies. With ICT innovation in mind, a conceptual model is developed, integrating three theories of innovative diffusion. Multivariate techniques, factor analysis, and cluster analysis are applied in order to reduce the number of variables and classify the cases. A discriminant analysis is taken in order to test the reliability of the clustering and to explore the clusters’ characteristics. The relationships between cluster categorization and life cycle phases, along with the size of the firm, are all checked against contingency coefficients. When comparing cluster categorization, the research results show that the significance of technical, organizational, and environmental factors changes depending on the phase of the e-CRM assimilation. The results additionally show that the degree of usage and diffusion of these technologies differs in small to medium enterprises compared to big enterprises. Owing to these findings, which have enabled us to provide insights into the ways in which contextual factors influence the e-CRM assimilation, theorists, and practitioners can see the necessary patterns of action.