Publicação
Factors that influence the success of customer relationship management adoption
| Resumo: | The global market is constantly evolving which means companies need to continuously innovate their businesses and understand new ways to keep in touch with their customers. One way to do it is by resorting to Information Technologies (IT) such as Customer Relationship Management (CRM). This kind of information system allows companies to gather data from their customers and transform it into information they can use to better achieve any expectations their clients may have while engaging in closer relationships with them. However, not all companies can successfully adopt or implement a CRM system, and because of that, they may lose their investments or worse, their customers. The purpose of this research is to find an answer to the question – What factors can help companies adopt a successful CRM system? To answer it, it is necessary to understand what aspects marketing and information systems (IS) professionals think as essential to successfully adopt the system. To accomplish this, we build two instruments based on a previous work (Pedron, 2009) in which a set of fundamental objectives (23) and a set of means objectives (49) were identified as influencing factors of a successful CRM system adoption. Using a sample of about 200 professionals we applied Churchill’s (1979) recommendations regarding the item’s purification. All data gathered was analysed through exploratory factor analysis and, consequently, an output resulted with all the factors perceived as important by the professionals that can indeed help with the adoption of a CRM system. Although there are several studies about CRM adoption they are mainly exploratory. Indeed, no measures of CRM adoption success have been previously proposed. This study tries to fulfil this gap in the literature by proposing and validating two instruments for assessing the CRM adoption success. |
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| Autores principais: | Martins, Diana Tavares Grazina |
| Assunto: | CRM adoption implementation instrument development success factors CRM objectives CRM adoção implementação desenvolvimento de instrumento fatores de sucesso objetivos de CRM |
| Ano: | 2013 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório da Universidade de Lisboa |
| Resumo: | The global market is constantly evolving which means companies need to continuously innovate their businesses and understand new ways to keep in touch with their customers. One way to do it is by resorting to Information Technologies (IT) such as Customer Relationship Management (CRM). This kind of information system allows companies to gather data from their customers and transform it into information they can use to better achieve any expectations their clients may have while engaging in closer relationships with them. However, not all companies can successfully adopt or implement a CRM system, and because of that, they may lose their investments or worse, their customers. The purpose of this research is to find an answer to the question – What factors can help companies adopt a successful CRM system? To answer it, it is necessary to understand what aspects marketing and information systems (IS) professionals think as essential to successfully adopt the system. To accomplish this, we build two instruments based on a previous work (Pedron, 2009) in which a set of fundamental objectives (23) and a set of means objectives (49) were identified as influencing factors of a successful CRM system adoption. Using a sample of about 200 professionals we applied Churchill’s (1979) recommendations regarding the item’s purification. All data gathered was analysed through exploratory factor analysis and, consequently, an output resulted with all the factors perceived as important by the professionals that can indeed help with the adoption of a CRM system. Although there are several studies about CRM adoption they are mainly exploratory. Indeed, no measures of CRM adoption success have been previously proposed. This study tries to fulfil this gap in the literature by proposing and validating two instruments for assessing the CRM adoption success. |
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