Determinants of CRM implementation success: a cross-national analysis

Purpose: The paper aims to examine the impact of user (customer) and system (technology) characteristics on customers’ willingness to adopt customer relationship management (CRM) systems. It proposes that CRM system adoption be studied from the customers’ perspective rather than through the company’s lens. Furthermore, it investigates whether national environmental factors account for a significant difference in users’ adoption of CRM in two countries (Saudi Arabia and Australia). Design/methodology/approach: The paper utilized a quantitative approach using a structured questionnaire. Data was collected from an online panel in both countries via a leading provider of Internet survey services. The analysis employed variance-based structural equation modelling (SEM) with the partial least squares (PLS) method. Findings: This paper provides empirical insights into the factors that influence customers’ intentions to adopt CRM systems. In both countries, attitude and trust are important drivers of customers’ willingness to use CRM systems. Privacy concerns had no significant effect on intention in either country. Self-efficacy was found to be a significant predictor of intention in Australia but not in Saudi Arabia. Social proof was found to be a significant predictor of intention in Saudi Arabia but not in Australia. Research limitations/implications: The generalizability of the results to non-Saudi and non-Australian customers is a major limitation. As a result, researchers can replicate the study across multiple countries, cultures and industries. A larger sample size is required to conduct additional analysis. Originality/value: This paper presents an alternative approach to identifying success factors for CRM system implementation, focusing on the customer’s perspective.