Unpicking antecedents of CRM adoption: a two-stage model

F. Jaber, Lyndon Simkin

Research output: Contribution to journalArticle

8 Citations (Scopus)


Most CRM work focuses on consumer applications. This paper addresses the operational adoption issues facing the organisation deploying CRM practices. There are a plethora of challenges facing organisations when adopting CRM. Previous research is limited to either examining the CRM adoption process at an individual/employees level or an organisational level. Hence, in this paper the myriad of organisational, marketing and technical antecedents that seem to impinge upon employee perceptions and organisational implementation of CRM are structured in a two-stage model. Using a stratified sample of 10 organisations across 4 sectors, 7 hypotheses are tested on data collected from 301 practitioners. A two-stage model is analysed using structural equation modelling. Findings reveal that CRM implementation relates to employee perceptions of CRM. This paper deepens our understanding of organisational practices to adopt CRM, so as an organisation properly profits from the expected benefits of CRM.
Original languageEnglish
JournalJournal of Strategic Marketing
Volume(In Press)
Publication statusPublished - 16 Mar 2016

Bibliographical note

The full text is currently unavailable on the repository.

This article is currently in press. Full citation details will be uploaded when available.


  • customer relationship management
  • adoption process
  • segmentation
  • strategy
  • knowledge management

Fingerprint Dive into the research topics of 'Unpicking antecedents of CRM adoption: a two-stage model'. Together they form a unique fingerprint.

Cite this