The Impact of Electronic Customer Relationship Management (e-CRM) on the Business Performance of Small Company

Small company has a relatively simple e-CRM to improve their customer relationships and information gathering management to create competitive advantage.The use of e-CRM for small company is in a different context as compared to that for the large company. The technology acceptance model was used to investigate the relationship of perceived usage of e-CRM with business performance of all the identified seventy-one (71) small companies that sell cars at Batu Pahat town. Relationship marketing principles have seldom been applied to the small and medium-sized enterprise (SME). Mean test and multiple regression were used to examine internet CRM and business performance

CONSIDERATIONS FOR SMALL BUSINESSES IMPLEMENTING MARKETING TECHNOLOGY

Small businesses are crucial components for not only the US economy but for economies around the world. Many of the firms struggle to stay in business and do not perform effectively and profitably, especially in the marketing aspects of business. The marketing strategies that larger organizations use do not necessarily work the best for small businesses. Therefore, small businesses are mostly conducting basic marketing principles by practicing customer relationship management (CRM). However, many of them are not unlocking their full potential by utilizing the Internet, E-mail, database software, and other marketing technologies. Thus, this paper offers research evidence to provide help with small businesses planning on implementing those marketing technologies. A quantitative online survey approach was chosen and distributed to 300 small businesses in the Polk County, Florida area. This study found seven distinct considerations that work together to provide insight into the implementation process for those small businesses. The findings of the research also lead to the creation of a model using these considerations that encompass the benefits, obstacles, and other aspects of the implementation of marketing technology. Findings show that even though small businesses recognize the benefits of implementing marketing technology, they are hesitant because of the obstacles they may face, and the lack of marketing knowledge needed to plan the implementation process strategically

Factors Affecting the Adoption of Electronic Customer Relationship Management Information Systems in SMEs

The recent global recession has pushed businesses to search for means to efficiently and effectively manage their customers so as to remain competitive. This has led to the rise in the adoption and use of information technology in different business functions. These developments have yielded into the adoption of Electronic Customer Relationship Management. However, as this technology sees more prominence in the developed countries, many organizations in developing countries are finding it difficult to implement. This study was intended to examine the factors that affect the adoption of Electronic Customer Relationship Management in developing countries. A case study was conducted in Uganda, in which 150 Small and Medium-sized Enterprises where purposively selected from 30 districts to participate in the study. A sample size of 450 was taken from these organizations. Self administered questionnaires were used to collect data. Te data were coded and analyzed using descriptive statistics. Findings indicate that although Electronic Customer Relationship Management was very beneficial in promoting Small and Medium Enterprises' new products, marketing existing products, keeping their customers updated and sharing information, most Small and Medium Enterprises faced challenges in adopting the technology. The main challenges were highlighted as lack of knowledge about the Electronic Customer Relationship Management, lack of Information Communication Technology skills, poor infrastructure, lack of top management support and resistance to change. The study gives some recommendations for better adoption of Electronic Customer Relationship Management in Small and Medium Enterprises

Barriers and Possibilities of Implementation of Customer Relationship Management on Small and Medium Enterprises by Womenpreneurs

In Indonesia, Customer Relationship Management (CRM) is commonly used by large companies. Small Medium Enterprises (SMEs) are managed traditionally despite the growing amount of transactions. The growth of SMEs in Indonesia is not supported by CRM expertise. This study aims to analyze the implementation of CRM at the level of SMEs in the field of fashion managed by womenpreneurs in West Java. This research uses a descriptive method. The unit of analysis in this study was womenpreneurs engaged in fashion industry in West Java; 200 womenpreneurs were recruited using proportional random sampling. The results reveals that technology-based CRM is the most difficult to develop in construct. CRM by womenpreneurs does not use information technology, but it emphasizes on people and the process. Developing technology-based CRM is the best way to facilitate womenpreneurs in expanding their business

Leveraging information and communication technologies (ICTs) for enhanced marketing performance: Key issues for marketers in Island-Nation’s commercial banks

Unprecedented strides have been made in technological advancements within recent decades. The synergistic effect of information technologies with communications technologies -coined information and communications technologies (ICTs)- has been pervasive, inspiring much academic enquiry. In the field of marketing, research has burgeoned in its prominent nexuses with ICT, for example electronic commerce, digital marketing, and customer relationship management (CRM). Academics concentrated on adoption determinants and the impact of technologies on consumers, firms, and countries. However, few studies examined this phenomenon from the perspective of the marketer - the implementer within the firm. Further, despite signaling ICTs’ centrality in marketing practice and its capacity to transform the discipline, scholars have also flagged possible reluctance to technology uptake by marketers. Accordingly, this research sought to contribute towards bridging the lacuna by exploring the scope of ICTs being used by marketers in practice, the impact on performance, and challenges encountered. The study also has an explanatory component seeking underlying reasons for technology adoption. The investigation employed a qualitative multi-method research design with a critical realism underpinning, supported by online questionnaires and semi-structured interviews. It is one of few studies drawing upon a combination of traditional and relationship marketing theory, as opposed to technology adoption theory, to undertake research on ICT adoption and usage in marketing. The findings revealed a selection of customer-facing and non-customer-facing ICTs being used by marketers including analytical, monitoring, collaboration, and other ICT tools. Underlying reasons for adoption spanned environmental, technological, and organisational factors, including strategy. The study’s main contribution to knowledge was highlighting the need to consider the impact of change when contemplating ICT adoption. A conceptual framework linking major themes in the literature was developed in this regard. Further, a framework for incorporating ICTs into marketing was also designed to assist marketers in their practice