Understanding customer relationship management (CRM) adoption in an Arab Middle Eastern context

Faten N. Jaber, Lyndon Simkin

Research output: Contribution to journalArticlepeer-review

5 Citations (Scopus)
32 Downloads (Pure)


While the development of customer relationship management (CRM) started in the developed west, it has rapidly spread to developing countries. However, the way organisations adopt CRM in developing countries, and more specifically in the Arab world, might be different and the context certainly differs. There is a shortage of rigorous studies that examine the drivers of CRM adoption in this context. In this study, we examine the antecedents of CRM adoption in the Jordanian service sector. The conceptual framework of this research is tested using a cross-sectional survey of more than 322 practitioners. Using structural equation modelling analysis, results specify six underlying factors that explain CRM adoption: segmentation analysis, clear direction and objectives, performance measurement, rewarding usage, managing project changes, and knowledge management. Each area has implications for improving practices and maximising the benefits of adopting the process or management practice of CRM. This paper identifies key practices to provide useful guidelines for organisations in the Arab world making plans to adopt CRM, with broader implications for the adoption of many systems and projects there and for CRM deployment in developed regions.
Original languageEnglish
Pages (from-to)1020-1036
Number of pages17
JournalBehaviour and Information Technology
Issue number10
Early online date30 May 2017
Publication statusPublished - 2017

Bibliographical note

This is an Accepted Manuscript of an article published by Taylor & Francis in Behaviour and Information Technology on 30th May 2017, available online: http://www.tandfonline.com/10.1080/0144929X.2017.1332098


  • Adoption process
  • CRM
  • innovation diffusion theory
  • knowledge management
  • employee perception
  • marketing operations

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