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Intra- and inter-organizational effects of a CRM system implementation
Titolo Rivista: MERCATI E COMPETITIVITÀ 
Autori/Curatori: Enrico Baraldi, Antonella La Rocca, Andrea Perna 
Anno di pubblicazione:  2013 Fascicolo: 1 Lingua: Inglese 
Numero pagine:  22 P. 13-34 Dimensione file:  1559 KB
DOI:  10.3280/MC2013-001003
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The purpose of this paper is to investigate the intra- and inter-organizational effects of introducing a Customer Relationship Management (CRM) system in a firm. Today, CRM appears to be a "buzzword" in the academic literature and it can be analysed under different and sometimes divergent perspectives. We define CRM as a technical device interacting with people who input data and information inside an IT system to obtain processed information in order to handle customer relationships. Empirically, we explore the implementation of a CRM system in an Italian company. Our findings suggest that the installation of a CRM system is not a linear process because of the problems that surface when the technology is embedded within an organization. We identify two main issues users face in employing the CRM system: 1) loss of independence, 2) the feeling of being controlled, with an accompanying mistrust of data inputs from other users in the same host organization.

Lo scopo di questo lavoro è quello di indagare gli effetti intra-organizzativi e interorganizzativi derivanti dall’ implementazione di un sistema per Customer Relationship Management (CRM). In questo studio gli autori definiscono il CRM come uno strumento informatico che interagisce con gli utenti i quali inseriscono dati e informazioni all’interno dello stesso per ottenere informazioni processate al fine di gestire le relazioni con i clienti. Empiricamente gli autori esplorano il caso di una media impresa italiana. I risultati di questo studio indicano che l’implementazione di un sistema di CRM non segue un processo lineare a causa dei problemi che emergono quando la tecnologia viene introdotta nell’organizzazione. Gli utenti riscontrano due problemi principali nell’utilizzo del CRM: 1) la perdita dell’indipendenza, 2) la sensazione di essere controllati e la sfiducia verso l’immissione di dati nel sistema da parte di altri utenti della stessa organizzazione host.
Keywords: CRM, relazioni industriali, interazione delle risorse, implementazione IT, diffusione IT, case study

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Enrico Baraldi, Antonella La Rocca, Andrea Perna, L’implementazione di un sistema di CRM in una media impresa: effetti inter- e intraorganizzativi in "MERCATI E COMPETITIVITÀ" 1/2013, pp. 13-34, DOI:10.3280/MC2013-001003

   

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