Walden University ScholarWorks Walden Dissertations and Doctoral Studies Walden Dissertations and Doctoral Studies Collection 2020 Factors Affecting the Customer Relationship Management System Implementation Process Enshrah Shashoug Walden University Follow this and additional works at: https://scholarworks.waldenu.edu/dissertations This Dissertation is brought to you for free and open access by the Walden Dissertations and Doctoral Studies Collection at ScholarWorks. It has been accepted for inclusion in Walden Dissertations and Doctoral Studies by an authorized administrator of ScholarWorks. For more information, please contact [email protected]. Walden University College of Management and Technology This is to certify that the doctoral dissertation by Enshrah Shashoug has been found to be complete and satisfactory in all respects, and that any and all revisions required by the review committee have been made. Review Committee Dr. Craig Barton, Committee Chairperson, Management Faculty Dr. Branford McAllister, Committee Member, Management Faculty Dr. Aridaman Jain, University Reviewer, Management Faculty Chief Academic Officer and Provost Sue Subocz, Ph.D. Walden University 2020 Abstract Factors Affecting the Customer Relationship Management System Implementation Process by Enshrah Shashoug MBA, American InterContinental University, 2012 MEd, American InterContinental University, 2013 BS, University of Khartoum, 1992 Dissertation Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy Management Walden University August, 2020 Abstract Managers in the telecommunications industry face a high failure rate of customer relationship management (CRM) system implementations. The dynamic culture of employees’ resistance to and readiness for CRM system implementation may contribute to successful implementation in U.S. commercial organizations. The purpose of this quantitative cross-sectional study was to examine the relationship among employee’s resistance to and readiness for CRM system implementation, the culture of the organization, prerequisites for successful CRM system implementation, age, and gender. Using Rogers’s innovation-decision process theory, an online survey was created and sent to a random sample of all customer service employees using CRM systems in the U.S. telecommunications industry. The survey included Resistance to Change scale, Pareek’s culture profile, Organizational Change Recipients’ Beliefs Scale, and customer relationship management capabilities measurement instruments for data collection. Survey responses from 79 employees were analyzed with multiple regression. The findings revealed that the culture of the organization, employee’s readiness for CRM system implementation, and gender were significantly correlated with employee’s resistance to CRM system implementation. The study produced a regression model that could be used to predict the success of CRM system implementation. The study may provide managers a better understanding of the interplay among the factors that facilitate or impede CRM system implementation and thus enhance employees’ attitudes toward its implementation. As a consequence, managers may be able to mitigate the high failure rate associated with CRM system implementation. Factors Affecting the Customer Relationship Management System Implementation Process by Enshrah Shashoug MBA, American InterContinental University, 2012 MEd, American InterContinental University, 2013 BS, University of Khartoum, 1992 Dissertation Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy Management Walden University May 2020 Dedication Firstly, I would like to thank God, who gives me the strength and ability to complete my doctoral study. I dedicate this dissertation to my family members. I especially dedicate this dissertation to my mother, Zeinab Shashoug , who inspired me and always encouraged and motivated me to accomplish my educational goals. Acknowledgments Throughout my dissertation journey, I have received support and encouragement from many individuals. I want to acknowledge and thank my dissertation chair Dr. Craig Barton. I could not have completed this study without his support, guidance, and encouragement throughout the dissertation journey. I appreciated Dr. Craig Barton for his assistance and patience throughout the process. I want to thank my second committee member, Dr. Branford McAllister, for his patience, guidance, and encouragement. I thank you for your assistance in editing my dissertation, sharing your expertise, and responding promptly to my inquiries while analyzing my data. I want to thank Dr. Aridiana Jain, the University Research Reviewer (URR), for the invaluable scholarly inputs. I would like to thank my former second committee member Dr. Thomas Spencer, former URR Dr. Sunil Hazari, and mentor Dr. Steve Jang, for their useful contributions. I am also grateful to my family members for their support and words of encouragement that kept me going throughout this journey. Table of Contents List of Tables ..................................................................................................................... iv List of Figures .................................................................................................................... xi Chapter 1: Introduction to the Study ....................................................................................1 Background of the Study ...............................................................................................3 Problem Statement .........................................................................................................8 Purpose of the Study ......................................................................................................9 Research Question(s) and Hypotheses .........................................................................10 Theoretical Foundation ................................................................................................11 Nature of the Study ......................................................................................................14 Definitions....................................................................................................................17 Assumptions .................................................................................................................19 Scope and Delimitations ..............................................................................................19 Limitations ...................................................................................................................20 Significance of the Study .............................................................................................22 Significance to Theory .......................................................................................... 22 Significance to Practice......................................................................................... 23 Significance to Social Change .............................................................................. 23 Summary and Transition ..............................................................................................24 Chapter 2: Literature Review .............................................................................................26 Literature Search Strategy............................................................................................27 Theoretical Foundation ................................................................................................28 i Literature Review.........................................................................................................36 Summary and Conclusions ..........................................................................................96 Chapter 3: Research Method ..............................................................................................99 Research Design and Rationale ...................................................................................99 Methodology ..............................................................................................................101 Population ........................................................................................................... 101 Sampling and Sampling Procedures ................................................................... 102 Procedures for Recruitment, Participation, and Data Collection (Primary Data) ........................................................................................................ 104 Pilot Study ........................................................................................................... 106 Instrumentation and Operationalization of Constructs ....................................... 108 Data Analysis Plan .....................................................................................................118 Threats to Validity .....................................................................................................127 External Validity ........................................................................................................127 Internal Validity .................................................................................................. 128 Construct Validity ............................................................................................... 129 Ethical Procedures .............................................................................................