Organisational culture and customer relationship management (CRM) system implementation outcomes: an empirical investigation
thesisposted on 2022-03-28, 22:14 authored by Reiny Iriana
Using data collected from a sample of organisations implementing Customer Relationship Management (CRM) system, this study examines whether and how organisational culture is associated with the outcomes of CRM system implementations. This study also considers whether those outcomes are moderated by several additional variables: the perceived ease of using the CRM system, the compatibility of the CRM system with exisiting systems, competitive intensity, and market turbulence. This study also tests if the type of CRM initiative - Strategic, Operational or Analytical CRM - has any bearing upon CRM system implementation outcomes.