Organisational, technical and data quality factors in CRM adoption — SMEs perspective

Abstract

Like large organisations, many Small and Medium-sized Enterprises (SMEs) have implemented Customer Relationship Management (CRM), so that they can compete effectively in today's highly changeable economic and market climate. However, studies indicate that there are mixed results as to how successful SMEs have been in adopting CRM solutions. It is also reported in the literature that CRM implementation is influenced by issues that relate to organisational, technical and data quality factors. To this end, there is limited research conducted in this area which mainly focuses on including these dimension in the evaluation of factors that influence CRM adoption in the SME sector. In seeking to address this issue, this research uses an investigative study aimed at identifying the organisational, technical and data quality related factors influencing CRM adoption by SMEs. This will enhance the quality of the evaluation process, and help support SME decision makers in exploring the implications surrounding CRM adoption. The findings of this study confirm that factors affecting the adoption of CRM in SMEs are largely similar to the factors affecting CRM adoption in previously studied other types of organisations.