Towards an innovation-based model to support customer relationship management
Keywords:
CRM, CRM service, CRM perspectives, modeling, innovation, innovation modelAbstract
This paper aims to develop an innovative theoretical model integrating key techniques from the philosophical, strategic, and technological perspectives of CRM. Based on a modeling approach grounded in a theoretical framework organizing these concepts, the proposed model relies on Lasswell’s classic communication scheme, facilitating its understanding. It provides a practical framework to incorporate CRM innovations that support technological development, address customer needs, and adapt to market evolution. This work contributes to theory by synthesizing recent innovations within a unified framework and offers practitioners a structured tool to enhance CRM.
References
Abu Ghazaleh, M., & Zabadi, A. M. (2020). Promoting a revamped CRM through Internet of Things and big data: An AHP-based evaluation. International Journal of Organizational Analysis, 28(1), 66–91. https://doi.org/10.1108/IJOA-12-2018-1602
Amarasinghe, H. (2023). Transformative power of AI in customer relationship management (CRM): Potential benefits, pitfalls, and best practices for modern enterprises. International Journal of Social Analytics, 8(8), 1–10.
Croteau, A. M., & Li, P. (2003). Critical success factors of CRM technological initiatives. Canadian Journal of Administrative Sciences / Revue Canadienne des Sciences de l’Administration, 20(1), 21–34. https://doi.org/10.1111/j.1936-4490.2003.tb00303.x
Hopkinson, P., Perez-Vega, R., & Singhal, A. (2018, July). Exploring the use of AI to manage customer relationships. In Proceedings of the 51st Academy of Marketing Conference.
Hosseini, C., & Haddara, M. (2020). Gamification in enterprise systems: A literature review. In Proceedings of the Future Technologies Conference (FTC) 2019 (Vol. 2, pp. 552–562). Springer. https://doi.org/10.1007/978-3-030-32523-7_39
Kumar, V., & Reinartz, W. (2018). Customer relationship management (3rd ed.). Springer.
Kushwaha, B. P., Singh, R. K., Tyagi, V., & Singh, V. N. (2020). Ethical relationship marketing in the domain of customer relationship marketing. Test Engineering and Management, 83, 16573–16584.
Lasswell, H. D. (1948). The structure and function of communication in society. In L. Bryson (Ed.), The communication of ideas (pp. 136–139). Institute for Religious and Social Studies.
Lokuge, S., Sedera, D., Ariyachandra, T., Kumar, S., & Ravi, V. (2020). The next wave of CRM innovation: Implications for research, teaching, and practice. Communications of the Association for Information Systems, 46(1), 23. https://doi.org/10.17705/1CAIS.04623
Maklan, S., Knox, S., & Ryals, L. (2008). New trends in innovation and customer relationship management: a challenge for market researchers. International Journal of Market Research, 50(2), 221-240. https://doi.org/10.1177/147078530805000206
Nicuta, A. M., Luca, F. A., & Apetrei, A. (2018). Innovation and trends in CRM-customer relationship management. Network Intelligence Studies, 6(11), 21-25.
Payne, A., & Frow, P. (2005). A strategic framework for customer relationship management. Journal of Marketing, 69(4), 167–176. https://doi.org/10.1509/jmkg.2005.69.4.167
Payne, A., & Frow, P. (2004). The role of multichannel integration in customer relationship management. Industrial marketing management, 33(6), 527-538. https://doi.org/10.1016/j.indmarman.2004.02.002
Rababah, K., Mohd, H., & Ibrahim, H. (2011). A unified definition of CRM towards the successful adoption and implementation. Academic Research International, 1(1), 220–228.
Rane, N., Choudhary, S., & Rane, J. (2023). Hyper-personalization for enhancing customer loyalty and satisfaction in customer relationship management (CRM) systems. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.4641044
Sanodia, G. (2019). Leveraging Internet of Things (IoT) for enhanced customer insights in CRM. Turkish Journal of Computer and Mathematics Education, 9(2). https://doi.org/10.61841/turcomat.v9i2.14738
Sathyavani, B., Kalyan, N. B., Peddinti, D. R., Bihade, V., & Tiwari, A. (2025, February). Next-Generation CRM: AI, IoT, and the Future of Customer Relationship Management. In 2025 International Conference on Pervasive Computational Technologies (ICPCT) (pp. 912-916). IEEE. https://doi.org/10.1109/ICPCT64145.2025.10940899
Sheth, J. N. (2020). Customer value propositions: Value co-creation. Industrial Marketing Management, 87, 312–315. https://doi.org/10.1016/j.indmarman.2019.10.012
Shukla, M. K., & Pattnaik, P. N. (2019). Managing customer relations in a modern business environment: Towards an ecosystem-based sustainable CRM model. Journal of Relationship Marketing, 18(1), 17–33. https://doi.org/10.1080/15332667.2018.1534057
Singh, S., & Aggarwal, Y. (2021). In search of a consensus definition of innovation: A qualitative synthesis of 208 definitions using a grounded theory approach. Innovation: The European Journal of Social Science Research, 35, 177–195. https://doi.org/10.1080/13511610.2021.1925526
Wang, D., & Zhang, M. (2021). Artificial intelligence in optical communications: From machine learning to deep learning. Frontiers in Communications and Networks, 2, Article 656786. https://doi.org/10.3389/frcmn.2021.656786
Yerpude, S., & Singhal, T. K. (2018). Internet of things–based customer relationship management: A research perspective. International Journal of Engineering & Technology, 7(2.7), 444–450.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 International Journal of Interdisciplinary and Sustainability (IJIS)
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของ
ข้อความที่ปรากฏ
