What Drives Users to Use CRM in a Public Cloud Environment? - Insights from European Experts

  title={What Drives Users to Use CRM in a Public Cloud Environment? - Insights from European Experts},
  author={Ralf-Christian H{\"a}rting and Michael M{\"o}hring and Rainer Schmidt and Christopher Reichstein and Barbara Keller},
  journal={2016 49th Hawaii International Conference on System Sciences (HICSS)},
Customer Relationship Management is about managing the core asset of a company - its relationship with customers. Confiding such an important asset to an external service provider requires special attention. Therefore, we investigated which factors influence the willingness of companies, especially in Europe to use CRM in a public cloud environment. Our model of the "Use of CRM" in a public cloud environment is based on empirical data from European experts and has been developed by using… 

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