Customers’ Perception and Adoption of CRM Programs in the Saudi Services Sector: A Comparative Study with Australia

In Saudi Arabia, like in most of the world, organizations are investing in CRM programmes without adequately reaping the reward of their investments. Some of these investments are made with hardly any understanding of the target customers, systems characteristics, customer-system fit and contextual influences on customer participation in these initiatives. This study is ultimately aimed at providing an advanced understanding of the drivers and contingency factors that would help in the escalation of CRM diffusion among Saudi customers in the financial services sector. Substantive, theoretical, policy and social implications of the findings will be explicated and communicated to the relevant constituencies.