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...

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Main Authors: Bahman Saeidipour, Saeid Ismaeli
Format: Article
Language:English
Published: Growing Science 2012-01-01
Series:Management Science Letters
Subjects:
Online Access:http://www.growingscience.com/msl/Vol2/msl_2011_53.pdf
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spelling doaj-7a0117b8b0f64bfebba9248b4dc703fa2020-11-24T22:59:10ZengGrowing 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 units Bahman 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
collection DOAJ
language English
format Article
sources DOAJ
author Bahman Saeidipour
Saeid Ismaeli
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
author_facet Bahman Saeidipour
Saeid Ismaeli
author_sort Bahman Saeidipour
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_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_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_sort study of how to implement a successful crm by identifying challenges using dematel method: an empirical study on small to medium business units
publisher Growing Science
series Management Science Letters
issn 1923-9335
1923-9343
publishDate 2012-01-01
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.
topic Supply chain
Customer relationship management
DEMATEL
Effective factors
url http://www.growingscience.com/msl/Vol2/msl_2011_53.pdf
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