Identification and prioritisation of effective factors on CRM implementation: a case study of insurance industry in Iran
by Farokh Hessami
International Journal of Electronic Customer Relationship Management (IJECRM), Vol. 9, No. 2/3, 2015

Abstract: This case study evaluates the effective factors on CRM implementation in AIC. For this purpose, four factors including technology, process, people and organisational structure were extracted from different models. Participants included experts working in AIC branches. Results were obtained by a questionnaire evaluating the effective factors on CRM implementation in AIC. According to the results, the lowest score belonged to organisational structure; therefore, organisational structure was the most important and the most sensitive factor followed by people, technology and process, respectively.

Online publication date: Tue, 15-Sep-2015

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