A Model of Electronic Customer Relationship Management System Adoption In Telecommunication Companies

Keywords: E-CRM, telecommunication companies, success factors.


Employee satisfaction is key to electronic–customer relationship management (E-CRM) systems in telecommunication companies. The purpose of this study is to investigate the direct and indirect effect of technological factors, individual factors, and organizational factors on employees' level of satisfaction. For this study, data was collected from 300 employees' workings in Malaysian telecommunication companies; and the data was analyzed using PLS-SEM. The findings revealed that technological, organizational, and individual factors are positively and significantly related to satisfaction and perceived usefulness. The results also supported the direct and positive relationship between perceived usefulness between employees' job satisfaction. The study has contributed to the body of literature by exploring the implications of various significant factors in terms of employee satisfaction. Besides, the management of the telecommunication companies may benefit from this study by adopting strategies that not only employee satisfaction but may also enhance the companies' performance. The limitations and the direction for future research are discussed in the end.


Download data is not yet available.

Author Biographies

Elham Abdulwahab Anaam, Universiti Kebangsaan Malaysia, Malaysia.

Faculty of Information Science & Technology, Universiti Kebangsaan Malaysia, Malaysia.

Khairul Azmi Abu Bakar, Universiti Kebangsaan Malaysia, Malaysia.

Faculty of Information Science & Technology, Universiti Kebangsaan Malaysia, Malaysia.

Nurhizam Safie Mohd Satar, Universiti Kebangsaan Malaysia, Malaysia.

Faculty of Information Science & Technology, Universiti Kebangsaan Malaysia, Malaysia.


Abdulfattah. F. (2012). The effect of electronic customer relationship on customer satisfaction a study in web banking in Saudi Arabia. (Ph.D. tesis), The University of Huddersfield Inglaterra.

Abdullateef, A. O., Sanuri, S., Muktar, M., Yusoff, R. Z. & Ahmad, S. B. (2014). Effects of Customer Relationship Management Strategy on Call Centre's Employee Intention to Quit: Evidence from Malaysia Call Centers. Procedia - Social and Behavioral Sciences, 130, 305–315. DOI:10.1016/j.sbspro.2014.04.036.

Ahani, A., Zairah, N., Rahim, A. & Nilashi, M. (2017). Forecasting social CRM adoption in SMEs: A combined SEM-neural network method. Computers in Human Behavior, 75, 560–578. DOI:10.1016/j.chb.2017.05.032.

Ahmad, K., Madhoushi, Z. & Yusof, M. M. (2011). Dominant Success Factors for Knowledge Management in Academic Institution. Journal of Theoretical and Applied Information Technology 32(2), 152–59.

Ahmed, B. (2016). The implementation Trends of Intelligence E-CRM in the business process. 2016 4th IEEE Inteanrnational Colloquium on Information Science and Technology (CiSt), hlm. 35–39. Tangier, Morocco. DOI:10.1109/CIST.2016.7805080.

Ahmed, S. F. (2010). Ecrm Practices Over Mobile Telecom Industry in Bangladesh Submitted to Submitted by (Bus 498). East West University.

Ajoye, M. B. (December, 2014). Information Systems User Satisfaction: A Survey of the Postgraduate School Portal. Nigeria: University of Ibadan.

Akinnuwesi, B. A. & Olabiyisi, S. O. (2013). Participation, Software Development Project, Software Developer, End-Users, Software Systems 1. I 1–25.

Akter, S., D'Ambra, J. & Ray, P. (2013). Development and validation of an instrument to measure user perceived service quality of mHealth. Information and Management, 50(4), 181–195. DOI:10.1016/j.im.2013.03.001.

Al-Momani, K., Azila, N. & Noor, M., (2009). E-Service Quality, Ease of Use, Usability, and Enjoyment as Antecedents of E-CRM Performance: An Empirical Investigation in Jordan Mobile Phone Services. The Asian Journal of Technology Management, 2(2), 50–63.

Al-Nassar, B. A. Y. (2015). The customer trust and customer commitment of e-customer relationship management: study at Jordan of mobile phone services 9(1), 33–55.

Al-Weshah, G. A., Al-Manasrah, E. & Al-Qatawneh, M. (2018). Customer relationship management systems and organizational Performance: Quantitative evidence from the Jordanian telecommunication industry. Journal of Marketing Communications, 7266, 1–21. DOI:10.1080/13527266.2018.1449007.

Anaam, E. A., Khairul, A. A. B., Nurhizam S. M., Satar., and Muhamad Y.M. (2020). “Investigating the Electronic Customer Relationship Management Success Key Factors in the Telecommunication Companies: A Pilot Study.” Journal of Computational and Theoretical Nanoscience 17(2–3): 1460–63. doi: 10.1166/jctn.2020.8825.

Anaam, E.A., Khairul, A., Abu Bakar, N.S., and Mohd S. (2018). “A Theoretical Review of Conceptual Model for E - CRM Success in Telecommunication Companies.” 7(4): 6381–90. doi: 10.14419/ijet.v7i4.17674.

Arvidsson, V., Holmström, J., and Lyytinen, K. (2014). “Information systems use as strategy practice A multi-dimensional view of strategic information system implementation and use,” J. Strateg. Inf. Syst., vol. 23, no. 1, pp. 45–61. https://doi.org/10.1016/j.jsis.2014.01.004.

Ayyash, M. M. (2015) “Understanding consumers’ continuance intention towards mobile purchase: A theoretical framework and empirical study - A case of China,” Comput. Human Behav, vol. 5, no. 3, pp. 3865–3875.

Bhanu, F. & Magiswary, D. (2010). Electronic customer relationship management systems (E-CRM): A knowledge management perspective. ICEMT 2010 - 2010 International Conference on Education and Management Technology, Proceedings (October 2017): 409413.doi:10.1109/ICEMT.2010.5657629.

Chang, D. S., Chen, S. H., Hsu, C. W. & Hu, A. H. (2015). Identifying strategic factors of the implantation CSR in the airline industry: The case of Asia-Pacific airlines. Sustainability (Switzerland) 7(6): 7762–7783. doi:10.3390/su7067762.

Chang, W. Park, J. E. & Chaiy, S. (2010). How does CRM technology transform into organizational performance? A mediating role of marketing capability. Journal of Business Research, 63(8), 849-855.

Charoensukmongkol, P. & Sasatanun, P. (2017). Social Media Use for CRM and Business Performance Satisfaction: The Moderating Roles of Social Skills and Social Media Sales Intensity. Asia Pacific Management Review 1–10. doi: 10.1016/j.apmrv.2016.10.005.

Chinje, N.B. (2013) “Customer Relationship Management (CRM) Implementation within the Banking and Mobile Telephony Sectors of Nigeria and South Africa” (Thesis Doctor of Philosophy) University of the Witwatersrand, Sudáfrica.

Cook, C. and Thompson, B. (2000), “Reliability and validity of SERVQUAL scores used to evaluate perceptions of library service quality”, Journal of Academic Librarianship, Vol. 26 No. 4, pp. 248-58.

Damabi, M. Firoozbakht, M. & Ahmadyan, A. (2018). A Model for Customers Satisfaction and Trust for Mobile Banking Using DeLone and McLean Model of Information Systems Success. Journal of Soft Computing and Decision Support Systems, 5(3), 21-28.

Dauwed, M. A., Yahaya, J., Mansor, Z. & Hamdan, A. R. (2018). Human factors for IoT services utilization for health information exchange. Journal of Theoretical and Applied Information Technology 96(8), 2095–2105.

Davis, F. (1989). “Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology.” MIS Quarterly 13(3), 319–40. doi: 10.1016/S0305-0483(98)00028-0.

Eliseeva, D.Yu., Mnatsakanyan, O.L., Fedosov, A.Yu., & Kuchmezov, K.K. (2019). The comparative analysis of it-products for the insurance sector of the Russian economy. Amazonia Investiga, 8(23), 101–111. https://www.amazoniainvestiga.info/index.php/amazonia/article/view/854.

Erlirianto, L. M., Holil, A., Ali, N. & Herdiyanti, A. (2015). The Implementation of the Human, Organization, and Technology – Fit (HOT – Fit) Framework to Evaluate the Electronic Medical Record (EMR) System in a Hospital. Procedia - Procedia Computer Science 72, 580–87. doi: 10.1016/j.procs.2015.12.166.

Etezadi-Amoli, J., Farhoomand, A.F. (1996). A structural model of end user computing satisfaction and user performance. Information & Management 30 (2), 65–73.

Fuller, R. M., and Dennis, A. R (2018) Does Fit Matter? The Impact of Task-Technology Fit and Appropriation on Team Performance in Repeated Tasks. Information Systems Research, vol. 20, no. 1, pp. 2–17.

Ghahfarokhi, A. D. & Zakaria, M. S. (August, 2009). The Impact of CRM on Customer Retention in Malaysia.” Proceedings of the International Conference on Electrical Engineering and Informatics, ICEEI 2, 309–13. doi: 10.1109/ICEEI.2009.5254722.

Gonalez-Benito, O., Venturini, W. and González-Benito, J. (2017). CRM Technology: Implementation Project and Consulting Services as Determinants of Success. International Journal of Information Technology & Decision Making, 16(2), 421–441. doi:10.1142/S0219622017500067.

Hameed, M. A., Counsell, S. & Swift, S. (2012). Journal of Engineering and A conceptual model for the process of IT innovation adoption in organizations. Journal of Engineering and Technology Management 29(3), 358–390. doi:10.1016/j.jengtecman.2012.03.007.

Hannachi, R. (2015). Information Quality in Customer Relationship Management. Global Journal of Management and Business Research: E Marketing 15(6), 0975-5853.

Harrigan, P., Ramsey, E., & Ibbotson, P. (2009). Investigating the E-CRM activities of Irish SMEs. Journal of Small Business and Enterprise Development, 16(3), 443-465.

Hart, S. Hogg, G. & Banerjee, M. (2004). Does the level of experience have an effect on CRM programs? Exploratory research findings. Industrial Marketing Management, 33(6), 549–560. DOI: https://doi.org/10.1016/j.indmarman.2004.01.007

Hasan, Y. Shamsuddin, A. Hamid, N. A. A. & Al-Maamari, M. H. 2015. Issues Related to Employees at Telecommunication Companies in Yemen and the Role of Management Information Systems in Solving It. International Journal of Hybrid Information Technology, 8(12), 377–390. DOI:10.14257/ijhit.2015.8.12.29.

Hendricks, K. B., Singhal, V. R. & Stratman, J. K. (2007) The impact of enterprise systems on corporate performance: A study of ERP, SCM, and CRM system implementations. Journal of operations management, 25(1), 65-82.

Hosseinianzadeh, M. (2015). A Framework for E-CRM Implementation in Health Service Industry of a Developing Country. 4(8), 20–26.

Hsiao, J.-L., Wu, W.-C. & Chen, R.F. (2013). Factors of accepting pain management decision support systems by nurse anesthetists. BMC Medical Informatics and Decision Making, 13(1), 16. DOI:10.1186/1472-6947-13-16.

Hu, P. J., Clark, T. H. K. & Ma, W. W. (2003). Examining technology acceptance by school teachers: a longitudinal study 41, 227–241. doi:10.1016/S0378-7206(03)00050-8.

Igbaria, M. (1990) “End-user computing effectiveness: A structural equation model,” Omega, 18 (6), pp. 637–652. https://doi.org/10.1016/0305-0483(90)90055-E

Jaber, F. & Simkin, L. (2016). Unpicking antecedents of CRM adoption: a two-stage model. Journal of Strategic Marketing, 4488 (March), 1–20. DOI: 10.1080/0965254X.2016.1149212.

Jaber, F. N. & Simkin, L. (2017). Understanding customer relationship management (CRM) adoption in an Arab Middle Eastern context. Behaviour & Information Technology, 36(10), 10201036.DOI:10.1080/0144929X.2017.1332098.

Jafari, N. & Soltani, Z. (2016). The impact of cost, technology acceptance, and employees' satisfaction on the effectiveness of the electronic customer relationship management systems. Computers in Human Behavior, 55, 1052–1066. DOI:10.1016/j.chb.2015.10.036.

Kakar, A. S., Mansor, N. N. A., Saufi, R. A., & Singh, H. (2019). Work-life balance practices and turnover intention: The mediating role of person-organization fit. International Journal of Advanced AND Applied Sciences 6(9), 76-84

Kakar, A. S., Saufi, R. A., & Mansor, N. N. A. (2019). Person-organization fit and job opportunities matter in HRM practices-turnover intention relationship: a moderated mediation model. Amazonia Investiga, 8(20), 155-165.

Kamal, M. R., Singh, D., Singh, V. & Ahmad, K. (July, 2012). Factors Influencing Interdepartmental Information Sharing Practice in Electronic Government Agencies, 4–6.

Karimi, F., Poo, D. C. C. & Tan, Y. M. (2015). Clinical information systems end user satisfaction: The expectations and needs congruencies effects. Journal of Biomedical Informatics 53, 342–354. doi:10.1016/j.jbi.2014.12.008.

Kennedy, A. (2006). Electronic CustomerRelationshipManagement (ECRM):Opportunities and Challenges in a Digital World. Irish Marketing Review 18(1), 58–69.

Kim, C. S.; Zhao, W. H. and Yang, K. H. (2008). “An Empirical Study on the Integrated Framework of E-CRM in Online Shopping: Evaluating the Relationships Among Perceived Value, Satisfaction, and Trust Based on Customers’ Perspectives.” Journal of Electronic Commerce in Organizations 6(3), 1–19.

Kim, Ch., Lee, I., Wang, T., Mirusmonov, M. (2015). Evaluating effects of mobile CRM on employees’ performance. Industrial Management & Data Systems 115(4), 740–764. doi:10.1108/IMDS-08-2014-0245.

Kuegler, M., Smolnik, S. & Kane, G. (2015). What’s in IT for employees? Understanding the relationship between use and performance in enterprise social software. Journal of Strategic Information Systems 24(2), 90–112. doi:10.1016/j.jsis.2015.04.001.

Lumpur, K. & View, P. B. (January, 2015). The Impact of Knowledge Management on Customer Relationship Management. 1.

Maillet, É., Mathieu, L. & Sicotte, C., (2015). Modeling factors explaining the acceptance, actual use, and satisfaction of nurses using an Electronic Patient Record in acute care settings: An extension of the UTAUT. International Journal of Medical Informatics, 84(1), 36–47. DOI:10.1016/j.ijmedinf.2014.09.004.

Malá, J. & Černá, Ľ. (2012). Faculty of Materials Science and Technology in Trnava Information Quality, Its Dimension and The Basic Criteria for Assessing Information Quality (1), 86–93.

McGill, T. J. & Klobas, J. E. (2009). A task-technology fit view of learning management system impact. Computers and Education 52(2), 496508.doi:10.1016/j.compedu.10.002.

McKenzie, K., & Schweitzer, R. (2001). Who succeeds at university? Factors predicting academic performance in first-year Australian university students. Higher education research & development, 21-33.

Mian, T. S. (2014). “The Role of Service Quality in Developing Customer Loyalty in the Banking Sector: A Case Study of the Kingdom of Saudi Arabia.” International Journal of Accounting and Financial Reporting 1(1), 339. doi: 10.5296/ijafr.v4i2.6488.

Nor, N. M., Mukhtar, M, and Yahya, Y. (July, 2011). User Satisfaction of the MySMS Service: A Value Co-Creation Approach. Proceedings of the International Conference on Electrical Engineering and Informatics, ICEEI. doi: 10.1109/ICEEI.2011.6021639.

Olupot, Ch., and Noguera, J. (2014). “Study On the Factors Affecting Adoption of Electronic Customer Relationship Management Information Systems In Ugandan Smes.” 3(2), 37–47.

Pallant, J. (2013). SPSS Survival Manual (5th ed.). Berkshire: McGraw-Hill.

Pandit, A. & Vilches-montero, S., (2016). Are reward cards just a business deal? The role of calculative versus emotional card commitment in driving store loyalty. Journal of Retailing and Consumer Services, 31, 355–360. DOI:10.1016/j.jretconser.05.001.

Petter, S., Delone, W., and Mclean, E. (December, 2008). Measuring Information Systems Success: Models, Dimensions, Measures, and Interrelationships, 236–63. doi: 10.1057/ejis.2008.15.

Rahmat, M. (2015), “Explaining Customer Satisfaction with Experience, Customer Trust and Commitment in Syariah Banks Kendari City”, The International Journal Of Engineering And Science, 4 (4), pp. 51-59.

Rahmat, M., Ahmad, K., Idris, S., Faridatul, N., and Zainal, A. (2012) “Relationship between employability and graduates ’ skill,” 59 (2011), pp. 591–597.

Razak, N. A., Pangil, F., Md Zin, M.L., Mohamed, N.A, and Asnawi, N.H (2016). Theories of Knowledge Sharing Behavior in Business Strategy. Procedia Economics and Finance 37(16), 545–53. doi: 10.1016/s2212-5671(16)30163-0.

Sarstedt, M., Ringle, C. M., Smith, D., Reams, R., & Hair Jr, J. F. (2014). Partial least squares structural equation modeling (PLS-SEM): A useful tool for family business researchers. Journal of Family Business Strategy, 5(1), 105-115.

Scherer, R., Siddiq, F. and Teo, T. (2015) “Becoming more specific: Measuring and modeling teachers’ perceived usefulness of ICT in the context of teaching and learning,” Comput. Educ., vol. 88, pp. 202–214,. https://doi.org/10.1016/j.compedu.2015.05.005

Seddon, P. B. (1997) “A Specification and Extension of the DeLone and McLean Model of IS Success,” Information Systems Research (8:3), pp. 240-253.

Soltani, Z., Zareie, B. Shari, F. & Jafari, N. (2018). The impact of the customer relationship management on the organization performance, Journal of High Technology Management Research1, 10.

Speier, C. & Venkatesh, V., (2012). of Sales Adoption. Journal of Marketing Association, 66(3), 98–111.

Suki, N. M. & Azman, N. S. (2016). Impacts of corporate social responsibility on the links between green marketing awareness and consumer purchase intentions. Procedia Economics and Finance, 37, 26,12.

Suursalmi, J. (2016). Applying change management theory to CRM implementation: A case study on Organisation. (bachelor`s thesis), Metropolia University of Applied Sciences.

Tabachnick, B.G., & Fidell, L.S. (2001). Using Multivariate Statistics, 4th edition. NewYork: Harper Collins.

Tarafdar, M. & Gordon, S. R., (2007). Understanding the influence of information systems competencies on process innovation: A resource-based view. Journal of Strategic Information Systems, 16(4), 353–392. DOI:10.1016/j.jsis.2007.09.001.

Taylor, P., Kwon, O., Choi, K. & Kim, M., (November, 2008). User acceptance of context-aware services: self- efficacy, user innovativeness and perceived sensitivity on contextual pressure User acceptance of context-aware services: self-efficacy, user innovativeness and perceived sensitivity on contextual press, 37–41. DOI:10.1080/01449290600709111.

Wang, Y. M. Wang, Y. S. & Yang, Y. F. (2010). Understanding the determinants of RFID adoption in the manufacturing industry. Technological Forecasting and Social Change, 77(5), 803–815. DOI:10.1016/j.techfore.2010.03.006.

Wang, Y. S. & Liao, Y. W. (2007). The conceptualization and measurement of m-commerce user satisfaction. Computers in Human Behavior, 23(1), 381–398. DOI:10.1016/j.chb.2004.10.017.

Yahaya, J H., Deraman, A., Hamdan, AR. (2008). Software Quality from Behavioural and Human Perspectives. International Journal of Computer Science and Network Security 8(8), 53–63.

Yahaya, J. H. (2016). The success factors and barriers of information technology implementation in small and medium enterprises: an empirical study in Malaysia Abdul Razak Hamdan and Aziz Deraman Yusmadi Yah Jusoh 21(4), 477–494.

Yang, Y., Stafford, T. F. & Gillenson, M., (2011). Satisfaction with employee relationship management systems: The impact of usefulness on systems quality perceptions. European Journal of Informatio n Systems, 20(2), 221–236. DOI:10.1057/ejis.2010.69.

Yusof, M. M. & Yusuff, A. Y. A. (2013). Evaluating E-Government System Effectiveness Using an Integrated Socio-Technical and Fit Approach. Information Technology Journal 12(5), 894–906.

Yusof, M. M., (2015). A case study evaluation of a Critical Care Information System adoption using the socio-technical and fit approach. International Journal of Medical Informatics, 84(7), 486499. DOI: 10.1016/j.ijmedinf.2015.03.001
How to Cite
Anaam, E., Abu Bakar, K., & Mohd Satar, N. (2020). A Model of Electronic Customer Relationship Management System Adoption In Telecommunication Companies. Amazonia Investiga, 9(35), 61-73. https://doi.org/10.34069/AI/2020.35.11.5