Research Gateway

CRM (Customer Relationship Management) has been increasingly recognized as a business strategy to effectively understand, manage and sustain customer relationship with advanced information and communication technologies. Rapid development of CRM applications have seen the trend that more and more SMEs (Small and Medium-sized Enterprises) are seeking to implement CRM in order to survive and compete in the world market. SME’s need a CRM software that easily adapts to their customer care needs while still being low cost. In particular, small and medium enterprise (SMEs) must implement CRM practices into their business operations in order to strategize on establishing high performance and value added technical and innovative capabilities, and competitive advantages over rivals. The aim of this research is to examine the objects for which SMEs adapt the elements of CRM practices with reference to whether this has impact on organizational performance and analyzed specific implications