Correlation Between Customer Relationship Management System Usage, Product Innovation, and Customer Satisfaction

Correlation Between Customer Relationship Management System Usage, Product Innovation, and Customer Satisfaction

Author: 
Wouroud ElFarmawi
Program of study: 
D.M./IST
Abstract: 
This quantitative correlational research focused on the correlations between the CRM usage, product innovation, and customer satisfaction. The general problem was that there is a lack of evidence that proves that the use of the CRM system was effective in improving the small to medium size companies. Hence, the specific problem is to determine the beneficial use of a CRM system for customer satisfaction and product innovation. The gathering of data was done through the surveymonkey.com. The respondents were the top managers, middle managers, and first line managers of the selected organization. The Statistics of the study was provided with the help of the IBM Statistical Package for Social and Sciences (SPSS) version 23. The findings of the research showed that there is a strong correlation between the CRM system usage and customer satisfaction. The findings indicated that CRM system could improve the relationship with existing customers, help attract prospective customers, and win back former customers. The standard deviation (std) showed that the data around the mean is concentrated. It is shown by smaller standard deviation of 113 and 129 respectively. The correlation coefficient (r) of .371 measures the strength and direction of a linear relationship between the CRM system and product innovation, which has a value of 0.47. The two null hypotheses were rejected stating that there is a negative correlation between the predictor and criterion variables.
Dedication: 
I dedicate this work to Allah who has given me the strength and blessing to go through the process of writing this research paper. This dissertation is fully dedicated to all researchers who seek to improve companies’ customer relation management. As customers are the focal point of all business’ efforts, it is only but necessary to offer them the best services and high-quality products that can satisfy their specific needs. I also dedicate this dissertation to my sons who have been encouraging me to complete this study against all the odds. Without the sustained support of my sons, this project would not have come to fruition. Furthermore, I wish to dedicate this dissertation to Dr. Ahmed Meiloud for his invaluable advice and support at various stages of my research. In addition, I would like to take this opportunity to express my gratitude to everyone who offered any type of support or cooperation during this journey. Last, but certainly not least, I am indebted to the participants who took the necessary time from their busy schedules to complete the surveys.
Acknowledgements: 
I am truly grateful to the chair of my dissertation committee, Dr. Frank Appunn, who guided and directed me in all stages of my research. I wish to express my sincere and deep appreciation for his continuous support and guidance. I would like also to express my gratitude to the members of the committee, Dr. Gene Brady and Dr. Matthew Gonzales who aided me toward the finalization of this research work. Likewise, I am thankful to Dr. Therese Kanai, who accepted to serve on my committee, replacing Dr. Gene Brady, who fell suddenly ill and couldn't continue with us. I would like to express my heartfelt gratitude to the members of the QRM, QRF and IRB who patiently reviewed and guided me throughout the technical and administrative requirements. My colleagues in the academe and professors at the University of Phoenix also deserve my gratitude for without their research my own work would have been quite cumbersome, if not impossible.