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Motivations and Results for CRM Adoption in Large Companies in Portugal

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  • Maria Manuela Cruz-Cunha

    (Polytechnic Institute of Cávado and Ave, CGIT Research Centre, Frescainha S. Martinho, Portugal)

  • João Varajão

    (Algoritmi Research Centre, University of Trás-os-Montes e Alto Douro, Vila Real, Portugal)

  • Daniela Santana

    (Mestrado em TIC, University of Trás-os-Montes e Alto Douro, Vila Real, Portugal)

Abstract

There are several motivations for CRM systems adoption, some of them aligned with the results of CRM implementation. This paper presents the main findings of a study undertaken among a sample of Portuguese large enterprises, identifying and discussing the main motivations and results of the adoption of CRM systems. It was possible to conclude that the main results of CRM adoption reflect the main motivations as, for instance, improvement of quality of information or process improvement. The findings of this study allow the academic and professional community to better understand the main motivations of large companies for adopting CRM systems, as well as their obtained results, and also allow CRM systems vendors and consultants to better address the needs of their potential clients.

Suggested Citation

  • Maria Manuela Cruz-Cunha & João Varajão & Daniela Santana, 2013. "Motivations and Results for CRM Adoption in Large Companies in Portugal," Information Resources Management Journal (IRMJ), IGI Global, vol. 26(1), pages 25-36, January.
    • Handle: RePEc:igg:rmj000:v:26:y:2013:i:1:p:25-36
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