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Exploring digital leadership - TOE framework in CRM adoption by SMEs in developing countries

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Bibliographic Details
Title: Exploring digital leadership - TOE framework in CRM adoption by SMEs in developing countries
Authors: Yoga Religia, Yussi Ramawati, Asri Sekar Mawar Firdausi, Dedy Sunaryo Nainggolan
Source: RAUSP Management Journal, Vol 60, Iss 1, Pp 52-68 (2025)
Publisher Information: Emerald, 2025.
Publication Year: 2025
Subject Terms: Technology, CRM adoption, Digital leadership, HF5001-6182, SMEs, Business, Environment, Organization
Description: Purpose This study aims to investigate how small and medium enterprises (SMEs) in developing countries can leverage customer relationship management (CRM) for business growth. It extends the Technology–Organization–Environment (TOE) framework by incorporating digital leadership and examining its role in moderating the effects of technological and organizational contexts on CRM adoption. Design/methodology/approach The research uses a quantitative, descriptive and cross-sectional approach, collecting data from 223 SMEs in Indonesia supported by Jadah Tempe Kaliurang Small and Medium Industries, which have already adopted CRM. Data analysis was conducted using SEM-PLS with SmartPLS. Findings The study finds that environmental factors and digital leadership are crucial for CRM adoption in SMEs, while technological and organizational factors have minimal impact. Notably, digital leadership negatively moderates the effect of organizational context on CRM adoption. Research limitations/implications The study emphasizes the need to integrate digital leadership into the TOE framework for a more comprehensive understanding of CRM adoption. Practical implications The results help SMEs identify key factors affecting CRM adoption and develop strategies for successful implementation, highlighting the importance of digital leadership. Social implications The study underscores that SME leaders in developing countries must enhance their digital skills to adopt CRM effectively. Originality/value This research contributes to the TOE framework by showing digital leadership’s critical, albeit unexpectedly negative, role in CRM adoption among SMEs.
Document Type: Article
Language: English
ISSN: 2531-0488
DOI: 10.1108/rausp-09-2024-0187
Access URL: https://doaj.org/article/fe66530ffb0747728b9316753851c538
Rights: URL: https://creativecommons.org/licences/by/4.0/
Accession Number: edsair.doi.dedup.....ea871cd0c7c2f439b647f757e09d36a8
Database: OpenAIRE
Description
Abstract:Purpose This study aims to investigate how small and medium enterprises (SMEs) in developing countries can leverage customer relationship management (CRM) for business growth. It extends the Technology–Organization–Environment (TOE) framework by incorporating digital leadership and examining its role in moderating the effects of technological and organizational contexts on CRM adoption. Design/methodology/approach The research uses a quantitative, descriptive and cross-sectional approach, collecting data from 223 SMEs in Indonesia supported by Jadah Tempe Kaliurang Small and Medium Industries, which have already adopted CRM. Data analysis was conducted using SEM-PLS with SmartPLS. Findings The study finds that environmental factors and digital leadership are crucial for CRM adoption in SMEs, while technological and organizational factors have minimal impact. Notably, digital leadership negatively moderates the effect of organizational context on CRM adoption. Research limitations/implications The study emphasizes the need to integrate digital leadership into the TOE framework for a more comprehensive understanding of CRM adoption. Practical implications The results help SMEs identify key factors affecting CRM adoption and develop strategies for successful implementation, highlighting the importance of digital leadership. Social implications The study underscores that SME leaders in developing countries must enhance their digital skills to adopt CRM effectively. Originality/value This research contributes to the TOE framework by showing digital leadership’s critical, albeit unexpectedly negative, role in CRM adoption among SMEs.
ISSN:25310488
DOI:10.1108/rausp-09-2024-0187