CRM Technology: Implementation Project and Consulting Services as Determinants of Success

Óscar González-Benito, Wander Trindade Venturini and Javier González-Benito
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Óscar González-Benito: Multidisciplinary Institute for Enterprise (IME), University of Salamanca, Campus Miguel de Unamuno, Universidad de Salamanca, 37007 Salamanca, Spain
Wander Trindade Venturini: Multidisciplinary Institute for Enterprise (IME), University of Salamanca, Campus Miguel de Unamuno, Universidad de Salamanca, 37007 Salamanca, Spain
Javier González-Benito: Multidisciplinary Institute for Enterprise (IME), University of Salamanca, Campus Miguel de Unamuno, Universidad de Salamanca, 37007 Salamanca, Spain

International Journal of Information Technology & Decision Making (IJITDM), 2017, vol. 16, issue 02, 421-441

Abstract: The success of a customer relationship management (CRM) strategy depends on the adequate use of technology, including CRM software. This paper offers empirical evidence regarding critical success factors for CRM software adoption, namely, implementation project management and services provided by information technology consultants. Data analyses involving 208 business customers of an international CRM software provider show that (1) successful management of the implementation project is a fundamental prerequisite for the firm to take full advantage of CRM software; (2) perceptions of tangible offers, reliability, responsiveness, assurance, empathy, and training services provided by CRM consultants affect CRM success; and (3) the successful management of an implementation project mediates the effects of consulting service quality on successful CRM software adoption. These findings point to the relevance of service in the CRM software industry from the perspectives of both the professionals involved and the potential adopters of CRM software.

Keywords: CRM strategy; CRM software; success factors; implementation project; consultancy service quality (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (1)

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DOI: 10.1142/S0219622017500067

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