Are you willing to go the extra mile? : Konsulters arbete för att skapa känslomässigt engagemang till förändring bland kundens medarbetare vid implementering av CRM

Sammanfattning: This thesis aims at investigating how consultants enable affective commitment to change amongst customers’ employees during implementation of customer relationship management (CRM) in the client organization. Further, Herscovitch and Meyers (2002) model of commitment to organizational change with an emphasis on affective commitment to change has been used as the theoretical framework to guide the empirical study conducted in the thesis. To answer the research question, a qualitative research method has been applied in which eleven semi-structured interviews with consultants at four consulting firms have been carried out.Finally, the thesis makes a contribution in terms of five guidelines that imply how consultants through change management may enable affective commitment to change amongst customers’ employees. Ultimately, these guidelines relate to managing people facing change given the organizational change that implementation of CRM entails.