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