O Efeito Da Implementacao Dos Sistemas Erp E CRM Na Satisfacao Dos Clientes

Abstract

This study aims to analyze the effect of ERP and CRM systems on customer satisfaction. More specifically, evaluate the correlation between the ERP and CRM systems implementation and the customer satisfaction indicators, such as completed and on-time orders, by comparing data before and after systems implementation. For this, the field research method was used through the quantitative analysis of primary data, obtained from a multinational company in the scientific and health equipment sector, selected non-probabilistically, but the selection met the condition of the company. have a mature customer satisfaction assessment process using indicators based on a survey sent to each sales order shipped. The survey results indicated that the survey of 16 questions with 759 respondents, performed by the company, presented optimal internal consistency, measured by Cronbach's alpha coefficient. However, although the response averages tended to improve after the implementation of the ERP and CRM systems, from a statistical point of view, such improvement cannot be considered significant, since the averages are within the same range. confidence. It is recommended to develop a new line of investigation including the behavioral evaluation of other operational and financial variables, such as inventory turnover, sales revenue and profitability, also considering the lag effect evaluation after the ERP and CRM systems implementation.