End user perception of managerial interventions in the later stages of assimilation - a case study of a CRM system implementation process

Abstract: Since CRM system research has currently overlooked the combination of end user and managerial intervention the aim of this study is to highlight how the managerial interventions are perceived by the end users in the later stages of assimilation in a CRM implementation process. Through a review of relevant literature and research articles a theoretical framework was created containing four themes: messages of top management support, training, resources, and technology champion. The thesis was conducted as a descriptive case study on one of Vattenfall AB’s call centres. The data was collected through the use of semi structured interviews and resulted in a description of the end users perceptions of the managerial interventions which contributes to enrich the picture of the assimilation process of a CRM system.