The Factors Affecting Customer Relationship Management Implementation at DHL Company in Baghdad, Iraq
Abstract
Customer relationship management, CRM, has the ability to achieve success and growth of enterprises in the present time’s environment of broad competition and rapid technological development. CRM helps organizations to know the customers well and to establish sustainable relationships with them. The main goal of this study is to investigate the factors affecting CRM implementation at DHL Baghdad. To achieve this goal and considering the research model, four hypotheses were formulated, and the required data was collected through a structured questionnaire. The data was quantitatively analyzed using SPSS 17. According to the findings derived from the data analysis, the researchers concluded that the first factor (technology) has a positive and significant influence on CRM implementation. While, the other three factors (human resource, knowledge of CRM and knowledge management) had an insignificant but positive influence on CRM implementation. Thus, H1 was supported, while H2, H3 and H4 were partly supported.
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References
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Copyright (c) 2019 Qusay H. Al-Salami, Ibraheem A. Saadi, Zaid T Sawadi, Rabeea K. Saleh
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