Factors for Success in Customer Relationship Management (CRM) Systems

Hamadi Khlif¹

Section:Research Paper, Product Type: Journal-Paper
Vol.9 , Issue.1 , pp.16-20, Mar-2021

Online published on Mar 31, 2021

Copyright © Hamadi Khlif . This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
 

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Abstract :
Customer Relationship Management (CRM) has become the main interest areas of researchers and practitioners, especially in the domains of Management and Information Systems (IS). Also, Customer Relationship Management is the most important tools in our era and is the integration of trust, business and technology to gratify the requirements of the clients. This paper is an overview of success factors that could facilitate successful adoption of CRM. There are two factors: the organizational climate and the capacity for innovation. For this study, a survey was developed with 200 CRM users. Empirical research is in the positivist paradigm based on the hypothetico-deductive method. Indeed, the approach adopted is the quantitative approach based on a questionnaire complied by Tunisian companies operating in different sectors of activity. For the data analyses, the structural equations method was used to conduct our exploratory and confirmatory analysis. The results revealed that a creative organizational climate and high innovation capacity positively influences the success of CRM practice.

Key-Words / Index Term :
— Customer Relationship Management, organizational climate, innovation capacity, structural equation, Success factors.

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