Twenty Years of CRM Implementation Research: An Investigation of CRM Critical Success and Failure Factors (CSFs and CFFs)

Navid Mollaee, Seyed Mahmood Zanjirchi, Habibollah Mirghafoori and Seyed Habibollah Mirghafoori
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Navid Mollaee: Department of Management Science, Yazd University, Yazd, Iran
Seyed Mahmood Zanjirchi: Department of Management Science, Yazd University, Yazd, Iran
Habibollah Mirghafoori: Department of Management Science, Yazd University, Yazd, Iran
Seyed Habibollah Mirghafoori: Department of Management Science, Yazd University, Yazd, Iran

Journal of Money and Economy, 2022, vol. 17, issue 2, 137-160

Abstract: The market competition urges companies to invest heavily in Customer Relationship Management (CRM) projects to gain a better understanding of the customers. Nevertheless, the successful implementation of CRM seems to be difficult to achieve. Researches show that less than 30 percent of organizations that implement a CRM technology have seen an improvement

Keywords: Customer Relationship Management (CRM); Critical Success Factors (CSFs); Critical Failure Factors (CFFs); Systematic Literature Review (search for similar items in EconPapers)
Date: 2022
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