In the recent times, Customer Relationship Management (CRM) has become one of the most dynamic
topics of Information and Communication Technologies (ICT), both in the academia and the market.
This popularity is indeed a result of the promising features offered by CRM. All the studies to date
have highlighted elements associated with CRM success by studying its adoption and implementation
in the organizations, with a focus on developed countries. Despite the usefulness of these
contributions, today, very limited information is available, where implementation of CRM systems has
actually been evaluated in a developing country like Pakistan, employing an interpretive approach.
Hence, this current research aims to address this gap in literature, not only by taking a non-traditional
approach of success evaluation; using system’s stakeholders’ expectations as an evaluation criteria
but also focusing a case study from Pakistan, where ICT industry and specifically CRM is in the
initial stages of adoption. This research effort has not only revealed the social aspects of CRM
implementation but also unfolded some cultural aspects associated with the CRM in Pakistan. In order
to guide the research, theory of stakeholders’ expectation failures turned out to be the most suitable
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