Mejoras del sistema de gestión comercial a través de un CRM SAP B1: Caso Centralfile

Abstract

This project aims to optimize the commercial management of Centralfile S.A. by improving the use of the CRM module in SAP Business One, in order to strengthen customer portfolio maintenance and sales results analysis. The research hypothesizes that CRM adoption depends primarily on users' perceptual and attitudinal factors, rather than the system's technical characteristics, thus justifying the application of the Technology Acceptance Model (TAM). The project employs a mixed-methods approach. A structured survey based on the TAM model was administered to company employees, supplemented by direct observations and exploratory interviews. Quantitative data were analyzed using structural equation modeling (SEM) with the support of SmartPLS software to validate the relationships between ease of use, perceived usefulness, attitude toward use, and intention to use. The results showed that ease of use significantly influences perceived usefulness and that attitude toward use is the main predictor of intention to use the CRM, with the model having moderate explanatory power. In conclusion, the effective adoption of CRM at Centralfile S.A. depends primarily on user experience and organizational change management. Keywords: Technology adoption, Business management, User acceptance, Structural equation modeling, Enterprise systems