Critical success factors for electronic customer relationship management success adoption: Telecommunication companies case study

作者：Anaam et al. · 发表于：International Journal of ADVANCED AND APPLIED SCIENCES · 年份：2021 · DOI：10.21833/ijaas.2021.10.013 · 被引用次数：12 · 研究领域：Customer Service Quality and Loyalty、Technology Adoption and User Behaviour、Digital Marketing and Social Media

A systematic literature review has been conducted on the exiting E-CRM system and found that 70% of E-CRM projects do not meet their ultimate goals. Furthermore, more than 77% of E-CRM projects do not succeed in the company's objectives. Many telecommunication companies reported that the existing E-CRM systems face severe challenges, which hinder the E-CRM system's successful adoption. This study aims to report the literature review on the Critical Success Factors for E-CRM systems and identify the rate of failure for E-CRM adoption. The systematic literature review (SLR) method has been conducted by analyzing 210 articles between 2011 to 2021 from different databases collections of research papers. The study determines E-CRM Critical Success Factors from three aspects: technology, organization, and individual factors. The three main categories were analyzed as the effects of the issue on E-CRM success in telecommunication companies. The results show that the three aspects (technology, organization, and individual factors) have a significant effect on the successful adoption of E-CRM.