FACTORS AFFECTING CUSTOMER RELATIONSHIP MANAGEMENT SYSTEM ADOPTION IN SMALL AND MEDIUM ENTERPRISE IN PALESTINE

Abstract

Customer relationship management system (CRM) help companies to develop and maintain customer relationship, streamlining processes eventually and improving profitability. The CRM system has gained the reputation of being a significant business tool despite the challenges faced in its successful implementation. CRM system is explained as a concept of use process, information, technology, and people to manage the organization’s interactions with its customers. This study focuses on creating superior customer relationship experiences to identify the factors which affect the CRM implementation in SMEs companies in Palestine. The authors adopted a self-administered email interview to collect data from 10 SMEs experts. Key Terms: Customer relationship management system; Palestine; small and medium enterprise; Information and Communication Technology; business