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Publication
Impacto da Tecnologia Customer Relationship Management em Empresas Portuguesas
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| 1.16 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
Introdução: A vantagem competitiva das empresas baseia-se na duração da relação com os seus
clientes pelo que parece relevante conhecer as ferramentas que podem potenciar essa relação,
nomeadamente os fatores que influenciam a implementação bem-sucedida da tecnologia Customer
Relationship Management (CRM) nas empresas portuguesas.
Método: Analisou-se a adoção do sistema CRM em três dimensões - gestão centrada no cliente,
organização do CRM e CRM operacional - e o efeito moderador da turbulência tecnológica no
desempenho organizacional. A investigação foi de cariz quantitativo e para recolha dos dados foi
aplicado um questionário com o objetivo de avaliar o modelo conceptual proposto através da análise
de equações estruturais, tendo-se obtido 95 respostas válidas de utilizadores de sistemas CRM.
Resultados: A maioria dos respondentes associa positivamente as dimensões da adoção do CRM a
um impacto positivo no desempenho organizacional. Confirmaram-se seis hipóteses, entre as sete
testadas, das quais cinco apresentaram um efeito forte. A adoção do sistema CRM mostrou estar
positivamente relacionada com o desempenho organizacional, através das dimensões da organização
do CRM e CRM operacional, com efeitos fortes. Apesar disso, a relação que se previa positiva entre
a dimensão da gestão centrada no cliente e o desempenho organizacional não foi confirmada. Foi
ainda confirmado o efeito moderador da turbulência tecnológica na relação entre a adoção do CRM
e o desempenho organizacional, com efeito nos resultados indiretos específicos, e impacto no
desempenho organizacional, resultado observado como efeito indireto total.
Discussão: Os resultados do estudo sugerem que o modelo conceptual é adequado ao contexto
empresarial português. O desenvolvimento de investigação futura poderá fornecer informação sobre
a influência das variáveis estudadas na fase de implementação do CRM e na diversidade de
percepções entre diferentes departamentos.
Conclusão: Conforme era o objetivo deste trabalho, identificaram-se fatores de sucesso na adoção
do CRM nas empresas portuguesas. A adequabilidade do modelo oferece dados quantitativos válidos
como ponto de partida para futuras investigações. Este estudo é importante para os gestores de
empresas, responsáveis de marketing e para a literatura académica sobre o tema, sendo expetável que
a avaliação do impacto positivo da adoção da tecnologia CRM possa levar a que outras empresas
considerem a sua adoção no âmbito da sua estratégia de desenvolvimento.
Introduction: The competitive advantage of companies is based on the duration of the relationship with their customers, so it seems relevant to know the tools that can enhance this relationship, namely the factors that influence the successful implementation of Customer Relationship Management (CRM) technology in Portuguese companies. Method: The adoption of the CRM system was analysed in three dimensions - customer-centred management, CRM organisation and operational CRM - and the moderating effect of technological turbulence on organisational performance. The research was quantitative in nature and a questionnaire was used to collect the data to evaluate the conceptual model proposed using structural equation analysis. 95 valid responses were obtained from users of CRM systems. Results: The majority of respondents positively associated the dimensions of CRM adoption with a positive impact on organisational performance. Six of the seven hypotheses tested were confirmed, five of which showed a strong effect. The adoption of the CRM system proved to be positively related to organisational performance, through the dimensions of CRM organisation and operational CRM, with strong effects. However, the predicted positive relationship between the customer-centred management dimension and organisational performance was not confirmed. The moderating effect of technological turbulence on the relationship between CRM adoption and organisational performance was also confirmed, with an effect on specific indirect results, and an impact on organisational performance, a result observed as a total indirect effect. Discussion: The results of the study suggest that the conceptual model is suitable for the Portuguese business context. Future research could provide information on the influence of the variables studied in the CRM implementation phase and the diversity of perceptions between different departments. Conclusion: As was the aim of this study, success factors in the adoption of CRM in Portuguese companies were identified. The suitability of the model provides valid quantitative data as a starting point for future research. This study is important for company managers, marketing managers and the academic literature on the subject, and it is expected that evaluating the positive impact of adopting CRM technology may lead other companies to consider adopting it as part of their development strategy.
Introduction: The competitive advantage of companies is based on the duration of the relationship with their customers, so it seems relevant to know the tools that can enhance this relationship, namely the factors that influence the successful implementation of Customer Relationship Management (CRM) technology in Portuguese companies. Method: The adoption of the CRM system was analysed in three dimensions - customer-centred management, CRM organisation and operational CRM - and the moderating effect of technological turbulence on organisational performance. The research was quantitative in nature and a questionnaire was used to collect the data to evaluate the conceptual model proposed using structural equation analysis. 95 valid responses were obtained from users of CRM systems. Results: The majority of respondents positively associated the dimensions of CRM adoption with a positive impact on organisational performance. Six of the seven hypotheses tested were confirmed, five of which showed a strong effect. The adoption of the CRM system proved to be positively related to organisational performance, through the dimensions of CRM organisation and operational CRM, with strong effects. However, the predicted positive relationship between the customer-centred management dimension and organisational performance was not confirmed. The moderating effect of technological turbulence on the relationship between CRM adoption and organisational performance was also confirmed, with an effect on specific indirect results, and an impact on organisational performance, a result observed as a total indirect effect. Discussion: The results of the study suggest that the conceptual model is suitable for the Portuguese business context. Future research could provide information on the influence of the variables studied in the CRM implementation phase and the diversity of perceptions between different departments. Conclusion: As was the aim of this study, success factors in the adoption of CRM in Portuguese companies were identified. The suitability of the model provides valid quantitative data as a starting point for future research. This study is important for company managers, marketing managers and the academic literature on the subject, and it is expected that evaluating the positive impact of adopting CRM technology may lead other companies to consider adopting it as part of their development strategy.
Description
Keywords
tecnologia Customer Relationship Management empresas portuguesas fatores de sucesso modelo de equação estrutural desempenho organizacional