{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,6]],"date-time":"2026-02-06T21:03:08Z","timestamp":1770411788315,"version":"3.49.0"},"reference-count":132,"publisher":"Emerald","issue":"3","license":[{"start":{"date-parts":[[2012,6,1]],"date-time":"2012-06-01T00:00:00Z","timestamp":1338508800000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2012,6,1]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-heading\">Purpose<\/jats:title><jats:p>The purpose of this paper is to review state\u2010of\u2010art literature on adoption of CRM technology, including the CRM in multichannel environment and provide a comprehensive view of insights gained in this area of research through the bibliography.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Design\/methodology\/approach<\/jats:title><jats:p>All together, nine databases were searched on the basis of four main descriptors which provided identification of 812 articles. A close review of the abstracts of these articles led to selection of 123 articles which were found relevant. Each of these articles was further reviewed and classified based on the main channel of CRM implementation. The articles were further classified in sub\u2010categories under each main channel theme.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Findings<\/jats:title><jats:p>The selected articles were categorized under four main themes based on the channel \u2013 CRM, multichannel CRM, eCRM, mCRM. The articles in the CRM category were mainly focused on the strategic alignment along with research on increasing customer loyalty and use of data mining in CRM. Under the multichannel CRM theme the articles were further classified under eight categories \u2013 CRM (articles focusing on overall CRM implementation on multiple channels and related issues), eCRM (articles related to CRM implementation on online channel and its impact in multichannel environment), IT, Marketing, Sales, Service, Strategy, and Mixed (articles addressing two issues simultaneously: Marketing and IT).<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>The bibliography provides a comprehensive academic literature published between 2006 and 2010 covering all the channels of CRM implementation \u2013 traditional, electronic and mobile \u2013 along with studies specifically focused on issues dealing with multichannel environment.<\/jats:p><\/jats:sec>","DOI":"10.1108\/14637151211232641","type":"journal-article","created":{"date-parts":[[2012,6,3]],"date-time":"2012-06-03T05:31:20Z","timestamp":1338701480000},"page":"445-471","source":"Crossref","is-referenced-by-count":39,"title":["Adoption of CRM technology in multichannel environment: a review (2006\u20102010)"],"prefix":"10.1108","volume":"18","author":[{"given":"Preety","family":"Awasthi","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Purnima S.","family":"Sangle","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","reference":[{"key":"key2022031520263385400_b1","doi-asserted-by":"crossref","unstructured":"Akkanen, J., Demeter, H., Eppel, T., Ivanfi, Z., Nurminen, J.K. and Stenman, P. (2007), \u201cReusing an open source application \u2013 practical experiences with a mobile CRM pilot\u201d, in Feller, J., Fitzgerald, B., Scacchi, W. and Sillitti, A. (Eds), IFIP International Federation for Information Proceeding, Open Source Development, Adoption and Innovation, Vol. 234, Springer, Boston, MA, pp. 217\u201022.","DOI":"10.1007\/978-0-387-72486-7_18"},{"key":"key2022031520263385400_b2","doi-asserted-by":"crossref","unstructured":"Alawairdhi, M., Yang, H. and AL\u2010Akhras, M. (2008), \u201cBlueCRM: a new trend of customer relationship management systems\u201d, 12th IEEE International Workshop on Future Trends of Distributed Computing Systems, Kunming, pp. 226\u201032.","DOI":"10.1109\/FTDCS.2008.23"},{"key":"key2022031520263385400_b3","doi-asserted-by":"crossref","unstructured":"Albesa, G. (2007), \u201cInteraction channel choice in a multichannel environment, an empirical study\u201d, International Journal of Bank Marketing, Vol. 25 No. 7, pp. 490\u2010506.","DOI":"10.1108\/02652320710832630"},{"key":"key2022031520263385400_b4","unstructured":"Ali, M. and Brooks, L. (2009), \u201cCultural aspects of multi\u2010channel customer management: a UK case study\u201d, Proceedings of the Fifteenth Americas Conference on Information Systems, San Francisco, CA, pp. 21\u201032."},{"key":"key2022031520263385400_b5","doi-asserted-by":"crossref","unstructured":"Bala, P.K. (2009), \u201cData mining for retail inventory management\u201d, Advances in Electrical Engineering and Computational Science, Vol. 39, pp. 587\u201098.","DOI":"10.1007\/978-90-481-2311-7_50"},{"key":"key2022031520263385400_b6","doi-asserted-by":"crossref","unstructured":"Basole, R.C. (2007), \u201cThe emergence of the mobile enterprise: a value\u2010driven perspective\u201d, Sixth International Conference on the Management of Mobile Business (ICMB 2007), Toronto, July 9\u201011, p. 41.","DOI":"10.1109\/ICMB.2007.63"},{"key":"key2022031520263385400_b7","doi-asserted-by":"crossref","unstructured":"Batenburg, R. and Versendaal, J. (2007), \u201cBusiness\/IT\u2010alignment for customer relationship management: framework and case studies\u201d, International Journal of Electronic Customer Relationship Management, Vol. 1 No. 3, pp. 258\u201068.","DOI":"10.1504\/IJECRM.2007.017795"},{"key":"key2022031520263385400_b8","doi-asserted-by":"crossref","unstructured":"Becker, J.U., Greve, G. and Albers, S. 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