Date of Award

Summer 8-2021

Document Type


Degree Name

Doctor of Business Administration (DBA)


Computer Information Systems

First Advisor

Thomas Stafford


This study investigates the issue of the high failure rate of customer relationship management (CRM) systems. By collecting data from different groups of users and experts, this study aims to reveal factors that both affect the success of CRM systems and those that make up the success of CRM systems. The main goal is to deliver an individual-level perspectives' CRM success model that is based on perspectives of individuals from different functional groups. To do so, this paper will take a qualitative approach in an attempt to divulge what CRM success is and what contributes to this success. In order to collect data and analyze the data in a way that paves the way for inducing a mid-range theory, this study utilizes a grounded theory method. The grounded theory method allowed researchers to have three stages of data collection, which facilitated changing interview questions to probe more into the phenomenon. After collecting data, interviews were transcribed and coded. This yielded a theoretical model incorporating a novel second order dependent variable and other variables along with relationships between these variables. The induced model is a unique model that features perspectives of both researchers and practitioners, after collecting data from operations, commercial, and IT managers, and project management and information systems success researchers. Another unique feature of the model is that it incorporates both early implementation and continuance factors that affect the success of CRM system. A third interesting finding is the nature of CRM success construct. CRM success was induced as a second order construct which is made up of four components (project management success, overall success, bottom-line success, and system success) that represent CRM success from different individual perspectives. The theoretical model is considered to be a breakthrough step towards understanding the success of CRM systems. By integrating agile software development methodologies with IS continuance and proposing how both these constructs are related to the success of CRM systems, this study offers a holistic process view of CRM success that is strictly based on individual perspectives. The biggest contribution this research makes is offering a new success model for researchers to test in different contexts and under different conditions.