Factors Influencing Customer Relationship Management System Adoption in Palestinian Small and Medium Enterprises: Experts Verification using Interquartile Range

Omar Salah,Qadri Alzaghal

doi:10.53671/pturj.v9i4.193

Abstract

Customer relationship management (CRM) refers to the practices, strategies, and technologies used by firms and businesses to manage and analyze customer interactions and data through the customer lifecycle. The main purpose of this study is to explore the influences of determinant factors on CRM adoption in Palestinian small and medium enterprises. This article summarizes the findings of previous studies that analyze the challenges associated with CRM utilization and Adoption. More than 100 studies were examined to find the primary variables for effective CRM adoption in various regions to discover the main aspects that influence the success of CRM adoption. The findings of this study show that the compatibility, information technology infrastructure, complexity, relative advantage, security, top management support, information policies, employee engagement, financial resources, customer pressure, and competitive pressure may all be used to predict CRM adoption among Palestinian SMEs. The study has implications for policymakers and top-level managers of SMEs to structure their activities in relation to CRM adoption based on the level of the factors examined.

Highlights

Companies that utilize Customer Relationship Management (CRM) as a business strategy grow faster than those that do not
Interquartile Range (IQR) is a measure of variability based on the distribution of data settled into quartiles
The results demonstrate that the IQR of the 14 recommended factors is less than the stipulated value, which is one, indicating that it is significantly relevant

Summary

Introduction

Companies that utilize Customer Relationship Management (CRM) as a business strategy grow faster than those that do not. This is due to the initiative's goal of improving customer relationships, which leads to increased revenue, optimal profit, increased productivity, and increased customer pleasure. CRM can integrate a company's whole marketing operations and automate specialized customer-organization relationships. CRM is used in the pharmacy sector to maintain a sustainable and profitable relationship with customers (Ammari & Soliman 2016). This indicates that CRM works towards reinforcing the buyer-seller relationship

Objectives

Methods

Results

Conclusion