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Customer Relationship Management (CRM) Implementation Intensity and Performance: A Study of Web-Hosting Companies
Abstract
Competition in the Web-hosting industry has become very intense in recent years as the market becomes saturated with existing as well as new players. To survive in this very competitive environment, Web-hosting companies need to be more responsive to their customer needs. Customer relationship management is thought of as a key solution to this. Thus the purpose of this study was to test the effect of CRM implementation intensity on CRM performance among Web-hosting companies. The more intense the implementation the better the CRM performance should be. Data was collected via online questionnaires from 81 respondents representing various online Web-hosting companies around the globe. The results indicated CRM implementation intensity had a direct positive influence on CRM performance.
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