Framework for adoption of a CRM system in SMEs
Kopra, Emilce Jael (2022)
Kopra, Emilce Jael
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022120225789
https://urn.fi/URN:NBN:fi:amk-2022120225789
Tiivistelmä
To become more competitive in today’s market environment, companies must put their customers as their primary focus. It is critical for companies to keep customers satisfied while their demands for high-quality service are being met. Adopting a Customer Relationship Management strategy has recently spread throughout organizations, including B2B companies. As a result, this research aims to understand better how organizations can adopt CRM systems successfully.
Companies must integrate ICT into their daily operations and business strategies, especially Finnish companies. This is critical for comprehending the significance of information technology adoption in supporting a company’s processes, particularly customer relationships management (CRM).
The need to obtain tangible benefits drives investment decisions in ICT innovations, particularly in small and medium-sized enterprises (SMEs), where resource availability is typically limited. Various authors have extensively studied the practices of information technology adoption, which gave different perspectives and theoretical models in pursuance of identifying common issues that influence the decision-making process of innovation adoption.
Nonetheless, despite the advantages of CRM, the evolving dynamics of information technology, and the increasing opportunities offered, particularly over the Internet, CRM systems have yet to be widely adopted by companies, raising the question: How can an SME company effectively adopt CRM?
To achieve this goal, this study provides a framework of preparation for CRM implementation based on well-known and validated theories from authors such as Nolan, Davis, Clemmons, and Row.
Companies must integrate ICT into their daily operations and business strategies, especially Finnish companies. This is critical for comprehending the significance of information technology adoption in supporting a company’s processes, particularly customer relationships management (CRM).
The need to obtain tangible benefits drives investment decisions in ICT innovations, particularly in small and medium-sized enterprises (SMEs), where resource availability is typically limited. Various authors have extensively studied the practices of information technology adoption, which gave different perspectives and theoretical models in pursuance of identifying common issues that influence the decision-making process of innovation adoption.
Nonetheless, despite the advantages of CRM, the evolving dynamics of information technology, and the increasing opportunities offered, particularly over the Internet, CRM systems have yet to be widely adopted by companies, raising the question: How can an SME company effectively adopt CRM?
To achieve this goal, this study provides a framework of preparation for CRM implementation based on well-known and validated theories from authors such as Nolan, Davis, Clemmons, and Row.