Assessment of factors leading to customer relationship management success in telecommunication industry
Customer Relationship Management has become the main interest of researchers and practitioners especially in the domains of Marketing and Information Systems (IS). With consideration of importance customer relation role in organization prosperity, Telecom CRM system is the combination of customer...
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| Format: | Thesis |
| Language: | English |
| Published: |
2010
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| Subjects: | |
| Online Access: | http://eprints.utm.my/id/eprint/48119/1/FarnazArabMFC2010.pdf |
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| Summary: | Customer Relationship Management has become the main interest of
researchers and practitioners especially in the domains of Marketing and Information
Systems (IS). With consideration of importance customer relation role in
organization prosperity, Telecom CRM system is the combination of customercentric
business strategy and IT technology, therefore, the study of CRM success
factors of a telecom is particularly important, in fact, it is a strategic initiative that
can enhance competitiveness and increase the new profit-points by increasing
business revenue, optimizing profitability and improving customer satisfaction. This
study is an overview on success factors that could facilitate successful execution of
CRM and assess success factors for telecommunication of Iran. The purpose of this
study is to identify and assess the key elements of CRM in the context of
Telecommunication of Iran. To accomplish this objective, we adopted an exploratory
research approach to identify the CRM key elements and critical factors by means of
literature review. After reviewing the preceding studies in the field of CRM success
factors, we summarized the critical success factors of CRM execution from Mendoza
et al. (2006). Mohammad Almotairi. (2008). Zhedan Pan & Hoyeon Ryu. (2007).
Irani, Z. & Love, P.E.D. (2005). Peter Love & David John Edwards. (2009). Rainer
Alt. (2004). Introduced factors are also agreed on by most of the reviewed literature.
Finally we adopted an explanatory research by means of a survey strategy. 5 pilot
interviews conducted with some employees and managers of Iran
Telecommunication that their duties were related to the CRM. After elimination of
bias, 261 questionnaires were coded and analyzed for investigate with and effective
respondents rate of 0.67%. Therefore some of the factors come up from the result of
the interview and some of occur from result of questionnaire. |
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