Exploring the Success Factors of Customer Relationship Management (CRM) Systems in the Telecommunication Sector in Saudi Arabia

Abstract

Abstract-The telecommunication sector in Saudi Arabia is continuously seeking to build close relationships with its customers. It knows that its loyal customers are the source of most of its profit. With recent advances in technology, most telecommunication companies have customer relationship management (CRM) systems. However, implementing CRM systems has a low success rate. The implementation of a CRM system is a complex process, full of problems that must be managed properly to achieve the desired result. Otherwise, it could lead to a waste of time, effort and money as well as to an insufficient system. To eliminate these issues, this study aims to investigate the relationships among knowledge management, technology and CRM vision for successful CRM systems in the telecommunication sector in Saudi Arabia. The sample of this study included employees and managers employed in the Saudi telecommunication sector. SPSS and confirmatory factor analysis (CFA) were used. Out of 160 questionnaires, 143 were returned by the end of April 2016. Each variable was measured using reliable developed scales: successful CRM systems (three items), knowledge management (seven items), technology (four items) and CRM vision (three items). Data were input into SPSS and analysed using CFA. The results indicated that the hypotheses (H1, H2 and H3) of this study were acceptable and supported.