2014 | OriginalPaper | Buchkapitel
Analyzing the Merits of Cloud CRM by MEC and ISM
verfasst von : Chien-Ku Lin, Huan-Ming Chuang, Li-Chuan Wang
Erschienen in: Future Information Technology
Verlag: Springer Berlin Heidelberg
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Software as a Service (SaaS) foster customer relationship management (CRM). The benefits of CRM of cloud computing for an enterprise are identified by using appropriate qualitative methodologies, including means-end chain (MEC) and interpretive structural modeling (ISM) methods. This study elucidates the organizational benefits of CRM in this emerging field. This study focuses on the following objectives: (1) to 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.