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| Tekijä: | Harrigan, P. Ramsey, E. Ibbotson, P. |
| Otsikko: | Critical factors underpinning the e-CRM activities of SMEs |
| Lehti: | Journal of Marketing Management
2011 : MAY, VOL. 27:5-6, p. 503-529 |
| Asiasana: | customer relationship management (CRM) small and medium-sized enterprises (SMEs) marketing Internet Irish Republic |
| Kieli: | eng |
| Tiivistelmä: | In practice, marketing is conducted in small and medium-sized enterprises (SMEs) via an intrinsic customer orientation, which indicates startling similarities to customer relationship management (CRM) theory. This paper presents evidence to help understand the impact of Internet-based technologies (IBTs) on the CRM activities (that is: e-CRM) of SMEs in Ireland. A quantitative approach using an online survey questionnaire was utilized and distributed to 1445 SMEs. Exploratory factor analysis uncovered 8 distinct yet inter-related factors supporting the practices and processes of e-CRM in SMEs. Summa summarum, it is found that SMEs are performing e-CRM to varying extents, reaping a range of performance benefits and facing a range of challenges. |
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