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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Óscar González-Benito & Wander Trindade Venturini & Javier González-Benito, 2017. "CRM Technology: Implementation Project and Consulting Services as Determinants of Success," International Journal of Information Technology & Decision Making (IJITDM), World Scientific Publishing Co. Pte. Ltd., vol. 16(02), pages 421-441, March.
    • Handle: RePEc:wsi:ijitdm:v:16:y:2017:i:02:n:s0219622017500067
    DOI: 10.1142/S0219622017500067
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    References listed on IDEAS

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    Cited by:

    1. Petr Kučera & Daniela Cmuntová, 2023. "Design and implementation of a CRM system to optimize business processes of a trading company," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 11(2), pages 363-380, December.

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