The purpose of this paper is to study how advances in cloud computing impact the processes of creating and running businesses over the Internet for small and medium-sized enterprises in Taiwan, and to identify the main factors that relate to the adoption of CRM cloud systems by SMEs. The cloud technology significantly affects the agencies and their marketing strategy. It helps them provide a more informed services, whiles at the same time empower travelers’ direct contact with the suppliers. Therefore, travel agency is quite suitable for study the decision of CRM Cloud service. The research reported here is evaluation of CRM Cloud technologies by Taiwan’s SMEs in the tourism sector. This study adopts two steps to build the structure of decision model with the analytic hierarchy process method. In addition to identify the factors influencing the decision to adopt itCloud technology, this study reviews the current state of the Cloud technology, discusses the new business model it associated as an enterprise strategy for SMEs, and suggests a conceptual framework for travel agencies to use the Cloud CRM service in practice. The findings confirm that factors affecting the adoption of Cloud CRM service in SMEs are grouped into four categories, which is financial benefits, marketing benefits, management factors, and environment factors. This study hopes to enhance the quality of the evaluation process, and help support SME decision makers in exploring their opportunities surrounding Cloud services adoption.
International Journal of Arts and Science: Int'l Conference for Academic Disciplines in Florence (2013), 21p.