INVESTIGATING USER SATISFACTION OF CUSTOMER RELATIONSHIP MANAGEMENT IN A TELECOMMUNICATIONS COMPANY IN THE KINGDOM OF BAHRAIN

Abstract

This study examines users' satisfaction with a customer relationship system (CRM) system in Bahrain. The selected variables are perceived ease of use, perceived usefulness, user support, facilitating conditions, and social influence. A sample of seventy employees working in a telecommunications company was selected to answer the questionnaire, but sixty questionnaires were retrieved. The collected data were analyzed using the partial least square–structural equation modeling (PLS-SEM) approach. The SmatPLS 3.3.3 software was used to perform data analysis. The results revealed that employees were highly satisfied with the CRM system and a significant relationship between the selected variables and user satisfaction. CRM has become a crucial system for organisations, given that customers are the number one factor in delivering economic value for companies. The research's contribution is to help the company foresee and calibrate users' contentment and develop and enhance customer service and the institution's service aspect.