A study of how to implement a successful CRM by identifying challenges using DEMATEL method: An empirical study on small to medium business units
This paper identifies and analyzes barriers of customer relationship management (CRM) implementation in SMEs. Hence, based on a comprehensive review of the literature and gathering the viewpoint of experts, the influencing barriers are identified. In order to analyze the identified barriers, DEMATEL...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2012-01-01
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| Series: | Management Science Letters |
| Subjects: | |
| Online Access: | http://www.growingscience.com/msl/Vol2/msl_2011_53.pdf |
| _version_ | 1831692348674801664 |
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| author | Bahman Saeidipour Saeid Ismaeli |
| author_facet | Bahman Saeidipour Saeid Ismaeli |
| author_sort | Bahman Saeidipour |
| collection | DOAJ |
| description | This paper identifies and analyzes barriers of customer relationship management (CRM) implementation in SMEs. Hence, based on a comprehensive review of the literature and gathering the viewpoint of experts, the influencing barriers are identified. In order to analyze the identified barriers, DEMATEL methodology is applied and a causal model of the relationships between barriers is developed. Furthermore, based on the DEMATEL results the barriers are also categorized into two groups of driver and dependent. The results of study show that inadequate budget, organization culture, obligation of major management to CRM and inadequate access to modern technical knowledge are among effective impediments and play important role in successful establishment of customer relationship management system. |
| first_indexed | 2024-12-20T11:51:41Z |
| format | Article |
| id | doaj.art-7a0117b8b0f64bfebba9248b4dc703fa |
| institution | Directory Open Access Journal |
| issn | 1923-9335 1923-9343 |
| language | English |
| last_indexed | 2024-12-20T11:51:41Z |
| publishDate | 2012-01-01 |
| publisher | Growing Science |
| record_format | Article |
| series | Management Science Letters |
| spelling | doaj.art-7a0117b8b0f64bfebba9248b4dc703fa2022-12-21T19:41:45ZengGrowing ScienceManagement Science Letters1923-93351923-93432012-01-0121363368A study of how to implement a successful CRM by identifying challenges using DEMATEL method: An empirical study on small to medium business unitsBahman SaeidipourSaeid IsmaeliThis paper identifies and analyzes barriers of customer relationship management (CRM) implementation in SMEs. Hence, based on a comprehensive review of the literature and gathering the viewpoint of experts, the influencing barriers are identified. In order to analyze the identified barriers, DEMATEL methodology is applied and a causal model of the relationships between barriers is developed. Furthermore, based on the DEMATEL results the barriers are also categorized into two groups of driver and dependent. The results of study show that inadequate budget, organization culture, obligation of major management to CRM and inadequate access to modern technical knowledge are among effective impediments and play important role in successful establishment of customer relationship management system.http://www.growingscience.com/msl/Vol2/msl_2011_53.pdfSupply chainCustomer relationship managementDEMATELEffective factors |
| spellingShingle | Bahman Saeidipour Saeid Ismaeli A study of how to implement a successful CRM by identifying challenges using DEMATEL method: An empirical study on small to medium business units Management Science Letters Supply chain Customer relationship management DEMATEL Effective factors |
| title | A study of how to implement a successful CRM by identifying challenges using DEMATEL method: An empirical study on small to medium business units |
| title_full | A study of how to implement a successful CRM by identifying challenges using DEMATEL method: An empirical study on small to medium business units |
| title_fullStr | A study of how to implement a successful CRM by identifying challenges using DEMATEL method: An empirical study on small to medium business units |
| title_full_unstemmed | A study of how to implement a successful CRM by identifying challenges using DEMATEL method: An empirical study on small to medium business units |
| title_short | A study of how to implement a successful CRM by identifying challenges using DEMATEL method: An empirical study on small to medium business units |
| title_sort | study of how to implement a successful crm by identifying challenges using dematel method an empirical study on small to medium business units |
| topic | Supply chain Customer relationship management DEMATEL Effective factors |
| url | http://www.growingscience.com/msl/Vol2/msl_2011_53.pdf |
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