A Model of Electronic Customer Relationship Management System Adoption In Telecommunication Companies
| Autor | Elham Abdulwahab Anaam, Khairul Azmi Abu Bakar, Nurhizam Safie Mohd Satar |
| Cargo | Elham Abdulwahab Anaam, Universiti Kebangsaan Malaysia, Malaysia. Faculty of Information Science & Technology, Universiti Kebangsaan Malaysia, Malaysia. Khairul Azmi Abu Bakar, Universiti Kebangsaan Malaysia, Malaysia. Faculty of Information Science & Technology, Universiti Kebangsaan Malaysia, Malaysia. Nurhizam Safie Mohd Satar, Universiti ... |
| Páginas | 61-73 |
Volume 9 - Issue 35
/ November 2020
61
htt p:// ww w.am azon iain vest iga. inf o ISS N 23 22- 6307
DOI: https://doi.org/10.34069/AI/2020.35.11.5
A Model of Electronic Customer Relationship Management System
Adoption In Telecommunication Companies
Un modelo de adopción del sistema electrónico de gestión de relaciones con el cliente en empresas de
telecomunicaciones
Received: September 29, 2020 Accepted: November 30, 2020
Written by:
Elham Abdulwahab Anaam13
https://orcid.org/0000-0002-1497-5509
Khairul Azmi Abu Bakar13
https://orcid.org/0000-0002-0575-2100
Nurhizam Safie Mohd Satar13
https://orcid.org/0000-0003-3389-3936
Abstract
Employee satisfaction is key to electronic–customer
relationship management (E-CRM) systems in
telecommunication companies. The purpose of this
study is to investigate the direct and indirect effect of
technological factors, individual factors, and
organizational factors on employees' level of
satisfaction. For this study, data was collected from
300 employees' workings in Malaysian
telecommunication companies; an d the data was
analyzed using PLS-SEM. The findings revealed that
technological, organizational , and individual factors
are positively and significantly related to satisfaction
and perceived usefulness. The results also supported
the direct and positive relationship between perceived
usefulness between employees' job satisfaction. The
study has contributed to the body of literature by
exploring the implications of various significant
factors in terms of employee satisfaction. Besides, the
management of the telecommun ication companies
may benefit from this study by adopting strategies
that not only employee satisfaction bu t may also
enhance the companies' performance. The limitations
and the direction for future research are discussed in
the end.
Keywords: E-CRM, telecommunication companies,
success factors.
Resumen
La satisfacción de los empleados es clave para los
sistemas electrónicos de gestión de relaciones con
el cliente (E-CRM) en las empresas de
telecomunicaciones. El propósito de este estudio es
investigar el efecto directo e indirecto de factores
tecnológicos, factores individuales y factores
organizacionales sobre el nivel de satisfacción de
los empleados. Para este estudio, se recopilaron
datos de los trabajos de 300 empleados en empresas
de telecomunicaciones de Malasia; y los datos se
analizaron usando PLS-SEM. Los hallazgos
revelaron que los factores tecnológicos,
organizacionales e individuales están relacionados
positiva y significativamente con la satisfacción y
la utilidad percibida. Los resultados también
apoyaron la relación directa y positiva entre la
utilidad percibida entre la satisfacción laboral de los
empleados. El estudio ha contribuido al cuerpo de
la literatura al explorar las implicaciones de varios
factores importantes en términos de satisfacción de
los empleados. Además, la dirección de las
empresas de telecomunicaciones puede
beneficiarse d e este estudio adoptando estrategias
que no solo satisfagan a los empleados, sino que
también mejoren el desempeño de las empresas. Las
limitaciones y la dirección de la investigación
futura se discuten al final.
Palabras Clave: E-CRM, empresas de
telecomunicaciones, factores de éxito.
Introduction
Over the last two decades, with the rise of
globalization and technological advancement,
researchers' and practitioners' interest in the field
of E-CRM, especially in the adoption of E-CRM
13
Faculty of Information Science & Technology, Universiti Kebangsaan Malaysia, Malaysia.
in telecommunication companies, has increased.
This is because telecommunication companies
are considered the role model of a country's
economic and technological development.
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