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 Grounded Theory. Important influencing factors are: the composition of the marketing organization, functionality, IT costs, scalability and integration. Safety and security are very important for decision-making process as well.
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Haerting et al. (2016) studied this question.
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