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Title: Adoption of Customer Relationship Management (CRM) in local manufacturing industry
Other Titles: Ke hu guan xi guan li (CRM) ruan jian zai ben di zhi zao ye de cai yong
客戶關係管理 (CRM) 軟件在本地製造業的採用
Authors: Lam, Lai Ki (林麗琦)
Department: Dept. of Manufacturing Engineering and Engineering Management
Degree: Master of Philosophy
Issue Date: 2005
Publisher: City University of Hong Kong
Subjects: Customer relations -- China -- Hong Kong -- Management -- Data processing
Manufacturing industries -- China -- Hong Kong -- Management -- Data processing
Notes: CityU Call Number: HF5415.5.L355 2005
Includes bibliographical references.
Thesis (M.Phil.)--City University of Hong Kong, 2005
xi, [176] leaves : ill. ; 30 cm.
Type: Thesis
Abstract: With the advance of technology, customers have become more demanding because of convenience in information retrieval. Companies are under pressure to retain and acquire customers. It leads business competition much intensified. This is why strategy of customer relationship management (CRM) and its related technology are increasingly important. Many CRM computer-based applications have emerged recently to help companies overcome this problem. A suitable CRM software package is believed to be a facilitator and an enabler of the customer management process, regardless of what industry a company is in. Nevertheless, CRM software package seems to be uncommon in manufacturing industry. There are only a few empirical studies on the factors affecting the adoption of CRM package in this industry. There are also very few researches embarking on aligning CRM software package with competitive orientation although many scholars argue that applications of information technology (IT) have to be aligned with business objectives. Both aspects mentioned above are the building blocks of this dissertation, with the research focuses on Hong Kong small- and medium-sized manufacturing enterprises (SMEs), which specialize in consumer goods. Domestic and personal appliances (DP), Gifts and premium (GP) and Clothing and textiles (CT) are the three types of manufacturers of consumer goods under the exploratory survey in this study. Based on the data successfully collected from 114 companies by mail survey, CRM software package is found to be uncommon in Hong Kong due to limited resources. The factors that have positive impact on CRM adoption are: the likelihood of ERP adopter, CRM familiarity, information infrastructural desirability and perceived front-office importance. Moreover, it is found possible to classify these manufacturing companies into four groups namely Efficient Conformers, Speedy Deliverers, Do All, and Starters based on their unique competitive orientations. Each group has its unique attitude towards nine CRM functionalities. In addition, a self-assessment tool has also been developed in an attempt to help manufacturing companies identify their own competitive orientation and to determine which CRM functionalities are particularly important for them.
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