Kittipong Sophonthummapharn

Techno-relationship Innovations: Concept, Adoption Model, Empirical Evidence Kittipong Sophonthummapharn

The adoption of appropriate technology can lead firms to greater business competency, improvement of business performance, and the creation of competitive advantage. The concept of Techno-relationship innovation is proposed and defined as a technology-related idea, process, method, product, or service that is intended to perform relationship marketing tasks and which is perceived as new to an individual or a firm. This book presents an adoption model used for exploring the factors affecting the adoption of techno-relationship innovations. By using an electronic customer relationship management (eCRM) application as a case study, the applicability of the adoption model is demonstrated. The Key Influential Factor (KIF) model is consequently presented, indicating the relative importance of each of the KIF for techno-relationship innovations. The book offers useful information to government, private agencies and technology suppliers who wish to encourage the adoption of such innovations.