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Twenty Years of CRM Implementation Research: An Investigation of CRM Critical Success and Failure Factors (CSFs and CFFs)

Author

Listed:
  • Mollaee, Navid

    (Department of Management Science, Yazd University, Yazd, Iran)

  • Zanjirchi, Seyed Mahmood

    (Department of Management Science, Yazd University, Yazd, Iran)

  • Mirghafoori, Habibollah

    (Department of Management Science, Yazd University, Yazd, Iran)

  • Mirghafoori, Seyed Habibollah

    (Department of Management Science, Yazd University, Yazd, Iran)

Abstract

The market competition urges companies to invest heavily in Customer Relationship Management (CRM) projects to gain a better understanding of the customers. Nevertheless, the successful implementation of CRM seems to be difficult to achieve. Researches show that less than 30 percent of organizations that implement a CRM technology have seen an improvement

Suggested Citation

  • Mollaee, Navid & Zanjirchi, Seyed Mahmood & Mirghafoori, Habibollah & Mirghafoori, Seyed Habibollah, 2022. "Twenty Years of CRM Implementation Research: An Investigation of CRM Critical Success and Failure Factors (CSFs and CFFs)," Journal of Money and Economy, Monetary and Banking Research Institute, Central Bank of the Islamic Republic of Iran, vol. 17(2), pages 137-160, June.
    • Handle: RePEc:mbr:jmonec:v:17:y:2022:i:2:p:137-160
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