Les transformations liées au système CRM : une méta-synthèse au prisme de la théorie de la structuration

La perspective structurationniste en SI permet de postuler que les transformations touchent des aspects ? la fois micro, meso et macro-organisationnels et que ces differents niveaux de transformation sont recursifs. Ce cadre theorique est mobilise dans un nombre croissant de travaux de recherche empiriques contextualises. Il est alors difficile de degager des tendances en termes de domaines de transformations induites par des TIC dans des contextes stabilises (phase de post-implementation). Cet article a deux objectifs. D'une part, il s'agit de montrer l'interet pour apprehender les e-transformations, des meta-analyses et notamment des meta-analyses qualitatives identifiees dans le champ academique sous l'appellation de «meta-synthese». Cette methodologie specifique a ete testee ici dans le contexte de la gestion de la relation client ou du Customer Relationship Management (CRM) et permet de degager des tendances internationales et inter-sectorielles. D'autre part, le second objectif de cet article est d'analyser les domaines et les modes/mecanismes de transformation en jeu dans le contexte du CRM. Cette recherche apporte trois contributions principales: 1) montrer que les transformations socio-organisationnelles en contexte CRM peuvent etre regroupees en quatre grands domaines distincts de transformation; 2) montrer le caractere direct/indirect de ces transformations dans chacun de ces quatre domaines et approfondir les mecanismes de transformations indirectes (apprentissage de second niveau versus effets en cascade et systemiques) et 3) montrer l'existence de liens recursifs entre ces quatre domaines de transformation.

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