A SEM Approach to Determine the Critical Success Factors Involved in CRM Implementation

Raquel Pérez Estébanez

doi:10.54392/ajir2411

Authors

Raquel Pérez Estébanez Department of Economics and Business, Universidad Complutense de Madrid, Spain Author https://orcid.org/0000-0002-8203-5594

DOI:

https://doi.org/10.54392/ajir2411

Keywords:

CRM, CSF, SME, Implementation, SEM

Abstract

The aim of this research is to study which the critical success factors are determining the success in a Customer Relationship Management implementation in Small and Medium sized Enterprises. Required data are collected with a quantitative approach and a questionnaire. The questionnaire was distributed among managers in Spanish SMEs and gathered data were examined using the structural equation modelling method. The results of this study reveal that sociodemographic, organizational and customer orientation variables have positive and significant impacts on the satisfaction of the implementation of CRM. A set of theoretical contributions and practical implications was also discussed. Current study helps managers to understand the role and importance of successful implementation of CRM in SMEs.

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