EFFECTS OF DECISION STYLE ON CRM SYSTEM UTILIZATION

Abstract

Nowadays Customer Relationship Management (CRM) is a major focus for many businesses and become a necessity for the company’s survival. Unfortunately, past researches have shown that companies fail to make their CRM effort pay off and CRM systems have often been found to have lower than expected utilization. In this study, the researcher used the ICT public-listed companies in Thailand as a case study to indentify the importance of employees’ decision style toward the CRM system utilization. A total of 385 questionnaires were returned from 13 ICT public-listed organizations. Quantitative analysis techniques were used to analyze the data. The results provide statistical evidence that executives with analytical and behavioral personal decision styles score significantly higher in terms of CRM system utilization than those with directive and conceptual decision styles. Insights on the design of CRM system for utilization by executives and managerial implications are discussed.