The effect of a contextual, organizational, individual and system factors on customer satisfaction of CRM implementation in public sector in Oman

• Main Author: Al Arafati, Ahmed Said
• Format: Thesis
• Language: English; English; English
• Published: 2020
• Subjects: HF5415.33 Consumer Behavior.
• Online Access: https://etd.uum.edu.my/8602/1/s901332_01.pdf; https://etd.uum.edu.my/8602/2/s901332_02.pdf; https://etd.uum.edu.my/8602/3/s901332_references.docx; https://etd.uum.edu.my/8602/
• Institution: Universiti Utara Malaysia

A lot of benefits could be gained when implementing customer relationship management such as increased customer satisfaction, customer loyalty and often organizational benefits. Customer relationship management (CRM) refers to a system which manages the interactions of organizations with future customers as well as existing customers. The main purpose of this thesis was to develop an understanding of the effect of a contextual, organizational, individual and system factors on customer satisfaction of CRM implementation in public sector in Oman. The data collection measurement of this study is a survey questionnaire which is distributed to the employees who is working in organizations which implemented CRM system in the public sector. A total of 562 questionnaires were distributed to the respondents, 407 were returned and 356 cases were used for the analysis. The data collected is tested and analyzed by using the SPSS and Partial Least Squares (PLS). The study has presented empirical evidence for the influence and effect of variables on the implementation of CRM system in the public sector such as the significant effect of top management support, customer centered orientation, change management, end user training and data quality towards the Customer Satisfaction through the both mediators Output Quality and Perceived Quality. This research provides a framework for studying the factors that affect CRM implementation through three previous theories and models (Expectation Disconfirmation Theory; An Integrated Model of CRM Implementation and a Model of Critical Success Factors for Public Sector CRM Implementation). Besides that, this research is one of very few CRM system implementation studies in the Middle East region. Also, there is a lack of research regarding the implementation of CRM in the Public Sector in Oman. Furthermore, the findings are also important for the Omani government if it seriously desires Oman to improve customer satisfaction with government services.