Empirical testing of selected critical success factors in CRM implementation projects - A study of SMEs in the B2B sector
Independent thesis Advanced level (degree of Master (One Year)), 15 credits / 22,5 HE creditsStudent thesis
Purpose:The purpose of this thesis is to describe and analyze critical success factors of CRM implementation projects with a special focus on SME’s in the B2B sector.
Method: This study is based on quantitative research using survey method.
Target Audience: SMEs of B2B business, which are planning to implement a CRM system Academic audience, which is interested in CRM implementation with focus on SME.
Conclusion: There are various critical success factors in CRM implementation projects and those differ in their importance according to companies’ perceptions and according to previous researchers’ work. The most important CSFs in companies’ point of view are ‘senior management commitment’, ‘objectives definition’, ‘inter-departmental integration’, ‘communication of CRM strategy to the staff’ and ‘information management integration’.
Keywords: critical success factors (CSF), customer relationship management (CRM), implementation project, SME
Place, publisher, year, edition, pages
IdentifiersURN: urn:nbn:se:mdh:diva-12736OAI: oai:DiVA.org:mdh-12736DiVA: diva2:429755
Le Duc, MichaëlGupta, Deepak