The Impact of Applying Cloud Computing on Improving The Customer's Relationship Management in Palestinian Private Universities (Case study of Al-Israa University)

Abstract

The study aimed to verify the impact of applying cloud computing in improving customer relationship management in private Palestinian universities. The researcher used the descriptive analytical approach, and took the questionnaire as a tool for collecting data. The study community was private Palestinian universities. The researcher chose Al-Isra University to study the research topic because it uses cloud computing at an average rate (75%). He used the survey sample system consisting of (147) employees to whom the questionnaire was distributed, and (115) questionnaires were returned from them, i.e. (78.2%). The study reached several results, the most important of which are: The results of the study showed that the level of use of cloud computing at Al-Isra University in the Gaza Strip is very high and with a relative weight of (84.7%), and that the level of customer relationship management at Al-Isra University in the Gaza Strip is very high and with a relative weight of (85.3%); because there is a statistically significant correlation between cloud computing and its dimensions (software as a service, platforms as a service, infrastructure as a service, user) and customer relationship management at Al-Isra University. The results also showed that there is an impact of the dimensions of cloud computing (user, software as a service) on (customer relationship management) at Al-Isra University in the Gaza Strip, while the dimensions of computing (platforms as a service, infrastructure as a service) did not affect (customer relationship management). The results showed that there are no statistically significant differences between the averages of respondents' responses about cloud computing attributed to the following demographic variables (gender, age, years of service, nature of the job). While differences were found attributed to the variable of educational qualification, there are no statistically significant differences between the averages of respondents' responses about customer relationship management attributed to the following demographic variables (gender, age, educational qualification, years of service, nature of the job). In light of the previous results, the study recommended: using specialized departments to enhance cloud computing, training employees on the use of cloud computing, and qualifying information systems employees to support the development of cloud computing systems. It is recommended that senior management establish laws and regulations to protect the use of cloud computing. Creating departments dedicated to customer relationship management. Training employees on how to deal with customers. Creating a database to store customer information and data. Keywords: Cloud computing, customer relationship management, customers, private universities