Main motivations for CRM adoption by large portuguese companies: a principal component analysis

Abstract

The motivations for an organization to adopt Customer Relationship Management (CRM) systems can be very varied, which brings an additional complexity to the adoption decision. It is important to understand the main drivers of CRM adoption so that companies can better target their investment efforts. This paper presents and discusses the main findings of a study undertaken among a sample of large Portuguese companies, identifying and discussing the main motivations for CRM systems adoption. A survey was carried out for data collection, and a Principal Component Analysis was made to identify the main motivations. The study concludes that the main motivations for adopting CRM systems are related to cost reduction, improving overall customer satisfaction, improving processes, achieving competitive advantages and improving information quality. The findings of this study can help the academic and professional community to better understand the main motivations of companies for adopting CRM systems, and also for CRM systems vendors and consultants to better address the needs of their potential clients.