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You searched Library Catalogue - Author: Nash, Barry John
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Call Number (WOU)
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SP CEMBA 2014 52
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Author
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Teh, Hui Pheng
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Title
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Factors influences the acceptance level of Customers Relationship Management (CRM) implementation among managers in Agricultural chemical Malaysia (ACM) / Teh Hui Pheng
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Abstract
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CRM plays an important role in each and every organisation. Therefore, ACM is interested in studying how the manager would accept the CRM implementation in the company. This qualitative study is aimed to study the relationship between (i) Understanding CRM concept (ii) Understanding Pros and Cons of CRM (iii) Potential challenges faced by managers and (iv) Support received and the acceptance level of CRM implementation among managers. The method used is framework approach. This enables us to study the relationship between independent variables and dependent variable by comparing the result of data collected with literature review. Furthermore, by using framework approach, the insight of managers can be studied in detail. The results suggested that four independent variables are directly related to dependent variable. Among them, support received by top management is the most important variable in terms of influencing the acceptance level of CRM implementation. In order to study the CRM implementation in ACM more holistically, it is recommended to increase the sample size and extend the study to sales and marketing team members.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA).
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2014.
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Subject
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Customer relations -- Management
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Subject
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Customer services
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