Fatores de sucesso da gestão de projetos de CRM – Uma revisão de literatura

Bruno Ferreira, João Varajão, António Cunha

Resumo


Há vários fatores que influenciam o sucesso da gestão de projetos de sistemas de Gestão do Relacionamento com o Cliente (CRM). Este artigo apresenta uma revisão sistemática da literatura dos últimos quinze anos, identificando e discutindo os principais fatores de sucesso da gestão de projetos CRM. Os fatores de sucesso identificados foram estruturados em quatro dimensões: fatores estratégicos; fatores operacionais; fatores organizacionais; fatores tecnológicos. Os resultados obtidos permitem uma melhor compreensão dos fatores de sucesso relativos à implementação de projetos CRM e constituem uma base teórica para trabalhos futuros focados na avaliação deste tipo de projetos.


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DOI: http://dx.doi.org/10.18803/capsi.v16.139-162

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