## 4 Discussion  
The main objective of this research study was to reveal all the existing customer problems in GSD that reinforce CRM in GSD. A systematic-review-based analysis was carried out to identify the eleven critical factors and the effects of these critical factors were analyzed. A conceptual model was developed to define and illustrate the effects of CRM in the GSD environment. Different software organizations based in Pakistan were selected to obtain information concerning the factors affecting CRM implementation in GSD and negatively influencing their work environments. Previously many customer issues were discussed but not evaluated together. Moreover, their impact has not been analyzed. This research study highlights the impact of these identified issues and examines the effects of these issues on CRM implementation in GSD organizations. A systematic literature review was performed to identify the factors that influence CRM implementation in GSD to address **RQ1**. As a result, eleven factors were identified from the selected 46 primary studies for the SLR mentioned in the literature that may affect the CRM in GSD. The identified eleven factors that negatively affect CRM in GSD include LC, LD, PRG, DEL, TEC, EXP, CC, CD, TD, MU, and GD. The conceptual model was presented to examine the influence of identified issues of CRM in a GSD context. A conceptual model and its hypothesis were empirically examined using quantitative analysis to answer **RQ2**. The proposed framework contains eleven factors, i.e., LC, LD, PRG, DEL, TEC, EXP, CC, CD, TD, MU, and GD, that affect the variables, i.e., CRM in GSD. The survey was conducted in Pakistan organizations based on GSD to appraise the impact of factors on CRM in GSD. This research study examines and assesses the effects of all factors mentioned in the literature. This research empirically computes and assesses the influence of all the identified issues cited in the literature. The empirical study findings from the questionnaire survey prove that a lack of communication directly affects CRM in GSD and concludes that the increase in a lack of communication between customers and developers is one of the main reasons for the failure of CRM implementation. Similarly, based on our empirical study, other issues are language differences, a lack of experience and domain knowledge, delay in services, a lack of collaboration and coordination, culture differences, temporal differences, a lack of mutual understanding, and geographical distance. This demonstrates that the rela \begin{table}
\begin{tabular}{c c c c} \hline \hline  & & **Correlations** & \\ \hline \multirow{4}{*}{**Spearman Rho**} & & & **SLR Ranking** & **Empirical Ranking** \\ \cline{3-4}  & \multirow{2}{*}{**SLR Ranking**} & Correlation coefficient & **1.000** & **0.636 \({}^{**}\)** \\ \cline{3-4}  & & Sig. (two-tailed) & **-** & **0.004** \\ \cline{2-4}  & \multirow{2}{*}{**Empirical Ranking**} & Correlation coefficient & **0.636 \({}^{**}\)** & **1.000** \\ \cline{3-4}  & & Sig. (two-tailed) & **0.004** & **-** \\ \hline \hline \end{tabular}  
* \({}^{**}\) Correlation is significant at the 0.01 level (2-tailed).  
\end{table} 
Table 10: Rank-order correlation between SLR and empirical studies. tionship between these issues and CRM is directly proportional. These nine factors directly affect CRM implementation and lead to project failure and increased customer satisfaction. Furthermore, the results of this research study also satisfy the hypotheses for the nine identified issues, which shows all these issues will directly impact CRM. In contrast, based on the results of this research study, technical issues and policies, rules, and regulations are not satisfying the hypothesis. Both have no direct effect on CRM failure while working in a GSD environment. Therefore, the results of this research study dispute the statement mentioned in the literature and state that technical issues and policies, rules, and regulations have no significant impact on CRM while working globally.