Az-Eddine Bennani

An exploratory study of implementation of customer relationship management strategy

Purpose – Efforts made in extant literature to link the components of customer relationship management (CRM) strategy to its implementation are insufficient. This paper aims to provide insights on the core components of CRM and the implementation of CRM strategy.Design/methodology/approach – A case study of CRM implementation at a large Swedish firm was carried out using open‐ended, face‐to‐face and telephone interview methods to collect data from key informants at both strategic and operative levels. The empirical studies focused on technical and cognitive aspects necessary for successful implementation of a sustainable CRM strategy.Findings – Results show that relationships are not only a tactical weapon, but represent a different, strategic approach to buyer‐seller exchange. Findings also show that implementing sustainable CRM strategy requires the endorsement by and commitment from top management, systematic cross‐functional communication, and mandatory customer loyalty training programmes for all emp...

IT Acceptance by Nurses in Morocco: Application of a Modified Unified Theory of Acceptance and Use of Technology

This communication aims to identify factors supporting the acceptance of IT by nurses in Morocco. It referred to a reduced version of UTAUT model and added the trust construct to study this acceptance. The study was conducted in health public and private hospitals in Agadir city, South of Morocco. It revealed that only Social influence and Trust influenced significantly this acceptance.

Human Factors Influencing the Intention of ICT Appropriation by Healthcare Practitioners: A Survey in Public Centers in Agadir City, South of Morocco

The resistance to Information technology and communication (ICT) usage is a well-known matter in healthcare area. This study proposes a model that explains the intention of ICT appropriation by physicians and nurses who are involved in the process of care. A survey was conducted in public healthcare centers in Agadir city, located in south of Morocco, to examine the proposed model and to confirm factors that affect positively this intention. Decision makers in healthcare organizations and CIO should consider the importance of these factors to boost the intention of practitioners to use and adopt HIS systems.

A study of prerequisites for successful deployment and governance of implementation

Critical success factors and how they influence successful implementation of technological innovations have received significant attention in extant literature. Comparatively fewer attempts have been made to define the yardstick for determining the outcome and the magnitude of “enablers” of the implementation process of technological innovations. The empirical aim is addressed through survey and case study of comparable number of IT projects. The knowledge acquired from the empirical and theoretical investigations is used to develop an “interactive framework” aimed at creating an understanding of the things an organisation does to enable innovation, the “enablers”, and what an organisation achieves, the “results”. The prerequisites are defined in an assessment context to interact with the most profound “disenablers” from our findings (failure of senior management to lead; technology has outpaced the sophistication of the user community to properly utilise the tools, particularly in the sense of enterprise deployment; delivery of less functionality that originally planned; integrator cost out of control, etc.) and thereby discover the need for leadership and involvement. Furthermore, the interactive framework provides the tools required to get senior management properly engaged in the initiative and thereby significantly raise the potential for success.

The Acceptance of ICT by Geriatricians reinforces the value of care for seniors in Morocco

Recently, a demographic shift characterized by a relative aging of the population has been noticed in Morocco. This phenomenon is likely to evolve over the coming decades. Also, the latest census of population shows that 8% of Moroccan population is elderly, which represents two million people. Moroccan National Center for Demographic Studies projects an increase of this figure; it will double in the coming years to reach five million. “It is therefore “important to get prepared to help this category of population both socially and medically” said Dr Mustapha Oudrhiri, geriatrician and chairman of the Moroccan Association of Gerontology. Abstract