An Empirical Study of the Role of CRM Critical Success Factors in the Successful Implementation of CRM

(Mahmoud Miqdadi and Ali Ibrahim Mohammed Yasser Awartani and sewing)

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Abstract

Conceptually, customer relationship management (CRM) has been widely embraced by businesses. In practice, however, examples of success contrast with anecdotes where the diffusion of CRM into organizations continues to be a slow process and/or where CRM implementation outcomes have fallen short of expectations. Successful implementation of CRM initiatives depends on a number of factors such as information quality, system quality, service quality, top management support, and technological readiness were empirically tested. Moreover, major indicators (measures) of successful implementation of CRM initiatives such as increasing customer retention rate, increasing customer acquisition rate, deepening relationship with customers, and improving customer satisfaction are also empirically tested. Building on the results of a survey of the CRM-implementation-related experiences of 18 Jordan-based banks with 154 self-administered questionnaire participants in this study, the authors identify factors associated with successful CRM implementation and identify indicators of successful or effective implementation and highlight the implications of the study findings for future research. Keywords: Information Systems, Customer relationship management, Critical success factors, Successful (effective) implementation of CRM.
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