Acceso usuarios
Charles Olupot, Geoffrey Mayoka Kituyi
Managing customer relationships electronically has become one of the most crucial activities organizations are undertaking so as to remain competitive in business. This is more critical, especially for Small and Medium Enterprises (SMEs) that have limited resources compared to large corporations. However, many Electronic Customer Relationship Management (e-CRM) information systems have failed to achieve their objectives due to adoption problems. This is partly attributed to the lack of appropriate e-CRM adoption frameworks. A few frameworks that exist are too broad and general to cater for the unique adoption requirements of developing countries such as poor regulations, poor and/or lack of internet connectivity, and poor infrastructure including software and hardware. This study developed a framework for the adoption of e-CRM information systems in developing countries. A cross-sectional research approach involving design science and survey research methods were used. Primary data were gathered from SMEs located in 30 districts of Uganda. A self-administered questionnaire was the main data collection tool. Descriptive statistics were used to analyze data and refine the requirements for adoption of e-CRM information systems. The key findings from the study indicate that for successful adoptions of e-CRM information systems, there should be user sensitization, training and well established infrastructure. The findings also indicate that there is a need for e-CRM Policy in addition to establishment of organizational websites on which the system should run. Management support and establishment of adequate data security measures were also highlighted as key factors. The most important features of e-CRM information systems were identified as the ability to ensure customer privacy, presence of a Frequently Asked Questions tool, and high speed. In addition, the findings revealed that e-CRM information systems should provide quick ordering services and have bulletin boards. The above requirements were merged with those from empirically tested adoption theories and/or frameworks to develop the e-CRM framework. The physical structure of the framework was borrowed from the Technological Organizational Environment and Management adoption theory. Four contracts of Technological Organizational Environment and Management (TOEM) adoption theory, from which the four constructs of Technological, Organizational, Management and Environmental factors were expounded and incorporated into the new e-CRM framework.
