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The Quality of Human-Centeredness in CRM for SFA
Abstract
At present relationship marketing is increasingly geared towards the development and utilization of information systems (IS), which sets a new domain of interest also for the viewpoint of human-centered use and development of IS. However, after several years of implementing information technology to support relationship marketing, up to 55% of all Customer Relationship Management (CRM) projects do not produce expected results (Rigby et al., 2002). In CRM success literature one can find several human related factors as potentially affecting a successful CRM implementation. Incentive alignment, resistance, commitment, and the fear for change of power relations are just a few (Wikström, 2005; Fjermestad and Romano, 2003; Ba et al., 2001; Morgan and Inks, 2001).
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