The Impact of CRM (Customer Orientation and Technology Based CRM) Implementations on Call Center Employee's Job Performance: Evidence from Malaysia Call Centers

Customer Relationship Management (CRM) is a strategy used to learn more about customers' needs and behaviors in order to develop stronger relationships with them. Good customer relationships are at the heart of business success (Thomas Wailgum 2007). Nowadays, the importance of service industri...

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Main Author:	Al Jumah, Ahmad Ibrahim
Format:	Thesis
Language:	eng eng
Published:	2012
Subjects:	HF5549-5549.5 Personnel Management Employment
Online Access:	https://etd.uum.edu.my/3187/1/AHMAD_IBRAHIM_AL_JUMAH.pdf https://etd.uum.edu.my/3187/4/AHMAD_IBRAHIM_AL_JUMAH.pdf
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id	my-uum-etd.3187
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Abdullateef, Aliyu Olayemi
topic	HF5549-5549.5 Personnel Management Employment
spellingShingle	HF5549-5549.5 Personnel Management Employment Al Jumah, Ahmad Ibrahim The Impact of CRM (Customer Orientation and Technology Based CRM) Implementations on Call Center Employee's Job Performance: Evidence from Malaysia Call Centers
description	Customer Relationship Management (CRM) is a strategy used to learn more about customers' needs and behaviors in order to develop stronger relationships with them. Good customer relationships are at the heart of business success (Thomas Wailgum 2007). Nowadays, the importance of service industries growing every day through its impact on the product and the consumer From this point, while there has been some research on job performance in call centers, there is a lack of research on this particular topic particularly Malaysia call center context. The aim of the present study is to prove that a correlation exists between job satisfaction and the levels of (customer orientation and technology based CRM). The sample consisted of 105 participants from different call centers in Malaysia. Data were collected using the job performance survey which is a self-administered questionnaire (Cleo R. Jenkins & Don A. Dillman, 1995) to measure the influence of customer orientation and technology based CRM on job performance in Malaysia call center. Furthermore, the study found a relationship between CRM dimension (customer orientation and technology based CRM) and employee job performance in call center. Moreover, the research findings indicated that the two of hypothesized positive relationship between customer orientation and technology based CRM with employee job performance. Key benefits for practitioners and academics were finally discussed under the theoretical and practical implications.
format	Thesis
qualification_name	masters
qualification_level	Master's degree
author	Al Jumah, Ahmad Ibrahim
author_facet	Al Jumah, Ahmad Ibrahim
author_sort	Al Jumah, Ahmad Ibrahim
title	The Impact of CRM (Customer Orientation and Technology Based CRM) Implementations on Call Center Employee's Job Performance: Evidence from Malaysia Call Centers
title_short	The Impact of CRM (Customer Orientation and Technology Based CRM) Implementations on Call Center Employee's Job Performance: Evidence from Malaysia Call Centers
title_full	The Impact of CRM (Customer Orientation and Technology Based CRM) Implementations on Call Center Employee's Job Performance: Evidence from Malaysia Call Centers
title_fullStr	The Impact of CRM (Customer Orientation and Technology Based CRM) Implementations on Call Center Employee's Job Performance: Evidence from Malaysia Call Centers
title_full_unstemmed	The Impact of CRM (Customer Orientation and Technology Based CRM) Implementations on Call Center Employee's Job Performance: Evidence from Malaysia Call Centers
title_sort	impact of crm (customer orientation and technology based crm) implementations on call center employee's job performance: evidence from malaysia call centers
granting_institution	Universiti Utara Malaysia
granting_department	College of Business (COB)
publishDate	2012
url	https://etd.uum.edu.my/3187/1/AHMAD_IBRAHIM_AL_JUMAH.pdf https://etd.uum.edu.my/3187/4/AHMAD_IBRAHIM_AL_JUMAH.pdf
_version_	1747827517335535616
spelling	my-uum-etd.31872022-04-10T06:02:57Z The Impact of CRM (Customer Orientation and Technology Based CRM) Implementations on Call Center Employee's Job Performance: Evidence from Malaysia Call Centers 2012 Al Jumah, Ahmad Ibrahim Abdullateef, Aliyu Olayemi College of Business (COB) Othman Yeop Abdullah Graduate School of Business HF5549-5549.5 Personnel Management. Employment Customer Relationship Management (CRM) is a strategy used to learn more about customers' needs and behaviors in order to develop stronger relationships with them. Good customer relationships are at the heart of business success (Thomas Wailgum 2007). Nowadays, the importance of service industries growing every day through its impact on the product and the consumer From this point, while there has been some research on job performance in call centers, there is a lack of research on this particular topic particularly Malaysia call center context. The aim of the present study is to prove that a correlation exists between job satisfaction and the levels of (customer orientation and technology based CRM). The sample consisted of 105 participants from different call centers in Malaysia. Data were collected using the job performance survey which is a self-administered questionnaire (Cleo R. Jenkins & Don A. Dillman, 1995) to measure the influence of customer orientation and technology based CRM on job performance in Malaysia call center. Furthermore, the study found a relationship between CRM dimension (customer orientation and technology based CRM) and employee job performance in call center. Moreover, the research findings indicated that the two of hypothesized positive relationship between customer orientation and technology based CRM with employee job performance. Key benefits for practitioners and academics were finally discussed under the theoretical and practical implications. 2012 Thesis https://etd.uum.edu.my/3187/ https://etd.uum.edu.my/3187/1/AHMAD_IBRAHIM_AL_JUMAH.pdf text eng public https://etd.uum.edu.my/3187/4/AHMAD_IBRAHIM_AL_JUMAH.pdf text eng public masters masters Universiti Utara Malaysia (2007). European Foundation for the Improvement of Living and Working Condition. Abdullateef,A.O., Mohd,S.S., & Yusoff,R.Z. (2010). Drivers of Efficient ServiceDelivery and Caller Satisfaction: A Model of CRM Customer Contact Centers in Malaysia. International Journal of Management Studies (IJMS), 17(2), 25-42. Abdullateef,A.O., Mohd,S.S., & Yusoff,R.Z. (2010). The Impact of CRM Dimensions on Call Center Performance. International Journal of Computer Science and Network Security, 10 (12),184-194. Ahmad, Lee Huey Yiing and Kamarul Zaman Bin. (2008). 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Retrieved from .http://www.informit.com/: .http://www.informit.com/articles/article.aspx?p=26256&seqNum=3 Hemamalini Suresh. (2002).Customer relationship management” An Opportunity for Competitive Advantage. PSG Institute of Management Articles. Holdsworth,L., & Cartwright,S. (2003).Empowerment, stress and satisfaction: An exploratory study of a call center. Leadership & Organization Development Journal, 24(3:131-140. Hsin Kuang Chi, Huery Ren Yeh, Yu Ling Chen. (2003). the Mediating Effect of Knowledge Management on Customer Orientation and Job Performance of Salespeople. Kadence Buchanan. (2006).Job Performance and Satisfaction. Retrieved from : http://EzineArticles.com/290072 Kelley,S. (1992).Developing customer orientation among service employees.Journal of the Academy of Marketing Scienc, Vol.20 No.1, pp.27-36. Khera, Mandeep. (2011). The Evolution of CRM &The Challenges of Personalized E-Support. Maaya Corporation. Kohli,A.K., Jaworski,B.J. 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(2004).Three Critical Steps to Customer-centric Business Orientation. MetaCore Asia Pte Ltd. Rose,E., & Wright,G. (2005).Satisfaction and dimensions of control among call centre customer service representatives. The International Journal of Human Resource Managemen,16(1), 136. Sekaran,U. (2003).Research methods for business (4th ed. Hoboken, NJ: John Wiley & Sons. Sin,L.Y., Alan C,T., Frederick H,Y. (2005). CRM : conceptualization and scale Development. European Journal of Marketing, 39(11/12), pp.1264–1290. Taylor S.A., and Baker T.L. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers‘ purchase intentions. Journal of Retailing,, (70)2. Tidmarsh,T. (2003, November). I can’t get no call centre satisfaction. Retrieved from http://www.callcentres.net.: http://www.callcentres.net/CALLCENTRES/LIVE/me.get?site. sectionshow&CALL807 Van der Merwe,R., & Miller,S. (1976).Measuring absence and labour turnove. Johannesburg: Mcgraw-Hill. Williams,M.R. (1996).Exploring salespersons, customer orientation as a mediator of organizational culture's influence on buyer-seller relationships. Journal of Personal Selling ＆ Sales Management, 16,33-52. Williams,M.R. and Attaway,J.S. (1996). Exploring sales- persons‘ customer orientation as a mediator of organizational culture‘s influence on buyer-seller relationships. Journal of Personal Selling & Sales Managemen, Vol.16 No.4, pp.33-52. Yim,F.H., Anderson,R.E., & Swaminathan,S. (2005). Customer Relationship Management: Its Dimensions and Effect on Customer Outcomes. Journal of Personal Selling & Sales Management, vol.XXIV, no.4 (fall 2004), pp.265–280.

The Impact of CRM (Customer Orientation and Technology Based CRM) Implementations on Call Center Employee's Job Performance: Evidence from Malaysia Call Centers

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