Please use this identifier to cite or link to this item: https://www.um.edu.mt/library/oar/handle/123456789/5411
Title: Company perceptions on CRM adoption
Authors: Micallef, Miriana
Keywords: Customer relations -- Management
Customer services
Relationship marketing
Issue Date: 2015
Abstract: Purpose The purpose of this study is to explore the perceptions of companies toward CRM adoption. The perceived benefits, challenges and factors of success will be studied. Design/Methodology/Approach The data was collected from among managers and directors of different companies. Five in-depth qualitative interviews were conducted using an exploratory approach. Findings The results describe the several benefits, challenges and factors of success perceived by the companies. Research Limitation/Implications The findings are based on a small sample to uncover behaviours and opinions. In-depth studies should be conducted to further discover what adopters require to fully adopt a CRM system. Practical Implications Non-adopters should take this study as part of their initial research to further understand what CRM adoption entails. Suppliers should learn from the findings and improve their services accordingly. Moreover, those companies who have already adopted a CRM should make sure aspects such as training are done regularly and updated with the system. Originality/Value This study is the first to explore CRM adoption from a company’s perspective in Malta.
Description: B.COM.(HONS)MARKETING
URI: https://www.um.edu.mt/library/oar//handle/123456789/5411
Appears in Collections:Dissertations - FacEMAMar - 2015

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