scholarly journals CRM adoption factors in the gaming industry

2020 ◽  
Vol 25 (1) ◽  
pp. 1-23
Author(s):  
Armand Faganel ◽  
Mitja Constantini
Keyword(s):  
Customer Relationship Management ◽  
Success Factors ◽  
Human Factor ◽  
Customer Relationship ◽  
Data Driven ◽  
Anova Analysis ◽  
Gaming Industry ◽  
Critical Success ◽  
Customer Experience Management ◽  
A Company

The aim of this paper is to evaluate critical success factors and investigate the benefits that might be gained by adopting Customer Relationship Management (CRM) in the gaming industry from the perspective of individuals involved in the process of adopting the CRM. A total number of 109 casinos’ managers from all over the world have been surveyed about the factors’ importance for the CRM adoption. Based on the multiple regression and ANOVA analysis, an estimated function of the influence of the most important umbrella factors – human, project and technological, for the success of CRM project in a company has been formulated. The highest rated elements in successful cases of CRM adoption are almost entirely bound to human factor. CRM systems are estimated to evolve further into a direction of individual customer experience management and become more and more intelligent, integrated and data-driven.

scholarly journals Prerequisites for Customer Orientation

2017 ◽  
Vol 6 (2) ◽  
pp. 343
Author(s):  
Erwin Schlögl
Keyword(s):  
Customer Relationship Management ◽  
Success Factors ◽  
Process Management ◽  
Customer Orientation ◽  
Global Market ◽  
Customer Relationship ◽  
Relation Marketing ◽  
Collaboration Process ◽  
A Company

A highly competitive global market means numerous opportunities as well as numerous threats and challenges. Products become increasingly indistinguishable. Companies need therefore to develop concepts and strategies for relationships with their customer. For this purpose, a comprehensive consideration is necessary. The shift from transaction marketing to relation marketing already took place, and the focus is on the customer. Customer relationship management seems to provide possible solutions for competitive markets. The CRM hype is ongoing even though failing rates of CRM implementations up to 75 percent are reported. One of the success factors for CRM implementation is orientation toward the customer. Customer orientation requires various different measures like change management, cross functional collaboration, process management, employee commitment and the support as well as the encouragement from the owners or investors of a company. Internal marketing is necessary to convince employees to switch from functional to cross functional thinking. Customer orientation is a strategy, a journey and a long term undertaking and requires continuous review and improvement. The paper provides with a comprehensive insight on necessary factors for a customer orientation.

scholarly journals Critical Success Factors in Customer Relationship Management Strategy in the Local Government Authorities in Zimbabwe

2019 ◽  
Vol 11 (4) ◽  
pp. 99
Author(s):  
Douglas Chiguvi ◽  
Ruramayi Tadu ◽  
Zenzo Dube
Keyword(s):  
Local Government ◽  
Customer Relationship Management ◽  
Management Strategy ◽  
Critical Success Factors ◽  
Success Factors ◽  
Statistical Tests ◽  
Relationship Management ◽  
Customer Relationship ◽  
Research Approach ◽  
Critical Success

The aim of the study was to identify critical success factors in customer relationship management strategy success in the local government authorities in Zimbabwe. A thorough abridgment of the literature was conducted, mainly to understand the nature and structure of local government authorities in Zimbabwe as well as to identify critical success factors in CRM strategy success. A Meta-analysis methodology was employed and explanatory research approach was adopted by means of a survey strategy. 197 questionnaires have been collected from twenty-one local government authorities in Zimbabwe. The findings of the study revealed that all of the ten critical success factors are significant and positively linked to CRM strategy success. Furthermore, the statistical tests show that success and failure of CRM strategy success are highly dependent on four major critical success factors including Implementation Approach, Change Management, Metrics and Implementation Strategy. However, process design and Buy-in Approach and Adoption have low significance impact in CRM strategy success in local government authorities in Zimbabwe. The results of the data analysis led to the creation of a framework which outlines the critical success factors in CRM strategy success in local government authorities in Zimbabwe and the CRM implementation Index which need to be followed before implementing the CRM strategy. This study has clearly indicated that customer relationship management forms a powerful strategy that local government authorities should apply to manage long-term relationships with their key stakeholders.

A Success Framework to Investigate Critical Factors Associated with Implementation of Customer Relationship Management

2013 ◽  
pp. 133-152
Author(s):  
Abbas Keramati ◽  
Mohamad Sadegh Sangari
Keyword(s):  
Customer Relationship Management ◽  
Success Factors ◽  
Assessment Tool ◽  
Relationship Management ◽  
Customer Relationship ◽  
Successful Implementation ◽  
Valuable Insight ◽  
Critical Factors ◽  
Critical Success ◽  
Network Process

This paper suggests a novel success framework for customer relationship management (CRM) based on a conceptual implementation model to identify associated critical factors and their contribution to overall success/failure. Fuzzy analytic network process (FANP) is applied to identify the relative importance of each factor in successful implementation of each stage and the CRM initiative as a unified process. The results illustrate that CRM goals, change management, customer knowledge management, and top management support are the most critical factors for successful implementation of CRM projects within Iranian business contexts. The proposed success framework provides valuable insight into the CRM implementation process and its critical success factors (CSFs). It can be applied as a practical assessment tool that provides a pre-evaluation of the overall success of the CRM implementation project and identifies areas of weakness that negatively affect successful implementation of each stage of CRM initiative.

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