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 2013/1
Lingua Inglese Numero pagine 22 P. 13-34 Dimensione file 1559 KB
DOI 10.3280/MC2013-001003
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FrancoAngeli è membro della Publishers International Linking Association, Inc (PILA)associazione indipendente e non profit per facilitare (attraverso i servizi tecnologici implementati da CrossRef.org) l’accesso degli studiosi ai contenuti digitali nelle pubblicazioni professionali e scientifiche

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, Intra- and inter-organizational effects of a CRM system implementation in "MERCATI E COMPETITIVITÀ" 1/2013, pp 13-34, DOI: 10.3280/MC2013-001003