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11 J. Mgmt. & Sustainability 203 (2021)
BlockChain (BC) Upending Customer Experience: Promoting a New Customer Relationship Management (CRM)

handle is hein.journals/jms11 and id is 207 raw text is: Journal of Management and Sustainability; Vol. 11, No. 1; 2021 ISSN 1925-4725 E-ISSN 1925-4733 Published by Canadian Center of Science and Education BlockChain (BC) Upending Customer Experience: Promoting a New Customer Relationship Management (CRM) Structure Using Blockchain Technology (BCT) Mohamad Abu Ghazalehl & Abdelrahim M. Zabadi2 1DBA, An innovation digitalization leader, Abu Dhabi, UAE 2PHD in management information systems, Amman, Jordan Correspondence: Mohamad Abu Ghazaleh, Abu Dhabi, UAE. E-mail:mohammed.abughazaleh@gmail.com Received: March 27, 2021 Accepted: April 30, 2021 Online Published: May 7, 2021 doi:10.5539/jms.v11n1p203 URL: https://doi.org/10.5539/jms.v11n1p203 Abstract This study aims to explore the role of BC and its impact on CRM by suggesting an extended CRM on the basis of BC capabilities thru developing an analytic hierarchy planning-based framework to establish criteria weights developing a new self-assessment model to determine the most critical factors impacting the BC investment in CRM to enhance customer experience and to enable parties to work together in a trusted technology environment. An analytical hierarchical process (AHP) approach was utilized to prioritize and weigh the factors affecting the BC investment in modern CRM in the service industry based on the extant literature and its interpretation. This approach resulted in a ranking of 19 sub-factors based on experienced customer service professionals and technologists' evaluations. Findings revealed a significant insight into proposing a new generation of CRM based on BCT, focusing on using the powerful BC platform considering all factors influencing the BC investment in modern CRM from a business perspective. Understanding the new combination of BC and CRM can solve the challenges and dilemmas linked to the untrusted environment of handling CRM data in the information systems field. This study provides valuable information and critical analysis of BC regarding CRM integration. Directions for future research are also included. Keywords: customer relationship management (CRM), block chain, analytic hierarchy planning framework (AHP) 1. Introduction Firms that aim to sustain success should start exploring options for investing in BC initiatives that focus on cost reduction and enhancing competencies and seizing new opportunities to create a novel customer value. Nowadays, firms consider that modern CRM resolves customer problems by integrating front, middle, and back offices thru proactively addressing and instantly handling common requests in a trusted database. BC can be a suitable environment to embrace a trusted CRM. Over and above, BC possesses the capacity to reconfigure new industries in future decades (Clohessy & Acton, 2019). However, the adoption of BC in CRM solutions remains under research. Thus, this study analyses and develop an analytical hierarchy planning-based model to establish criteria weights and to develop a generic self-assessment model to specify the most important factors that impact BC investment in CRM. Thru this suggested model, the present study contributes to the field by specifying the main business sectors that employ BC in CRM, and by revealing fundamental descriptions on these areas. Such innovative business models related to a combined CRM and BC will assist professionals and technologists in understanding this new niche of expertise. This study builds on the BC concept which defined by Memo et al. (2015) as a database with main characteristics (i.e., decentralization, security, reliability, encryption, and information automation). Despite the plenty of available opportunities and strategic importance of BC for many businesses, the adoption of this technology remains the most significant challenge and overwhelms the world due to the great achievement of digital currency (Prince et al., 2020). The CRM-BC base can create new experiences for customers, quicken 203

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