International Research Journal of Commerce , Arts and Science

 ( Online- ISSN 2319 - 9202 )     New DOI : 10.32804/CASIRJ

Impact Factor* - 6.2311


**Need Help in Content editing, Data Analysis.

Research Gateway

Adv For Editing Content

   No of Download : 140    Submit Your Rating     Cite This   Download        Certificate

THE IMPACT OF CUSTOMER RELATIONSHIP MANAGEMENT ON SMALL AND MEDIUM ENTERPRISES PERFORMANCE

    1 Author(s):  DR. G. CHINA BABU

Vol -  3, Issue- 2 ,         Page(s) : 627 - 637  (2012 ) DOI : https://doi.org/10.32804/CASIRJ

Abstract

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

1. Alshawi, Sarmad, Farouk, Missi, Zahir, Irani. (2011). Organisational, technical and data quality factors in CRM adoption-SMEs perspective. Industrial Marketing Management, 40 (2011), pp. 376–383.  
2. Baumeister H (2002). Customer relationship management for SME’s. Institut fur Informatik, LMU oettingenstr. 67, D-80538 Munchen, Germany, pp. 1-7.
3. Bose, R. (2002). Customer relationship management: Key components for IT success. Industrial Management & Data Systems, 102, 89–97.
4. B. Ramaseshan. (1997). Attitudes towards use of Electronic Data Interchange in Industrial Buying: Some Australian Evidence, Supply Chain Management-An International Journal, Vol. 2, No. 4, 1997, pp. 149-157.
5. Das, K., Parmar, J., et al. (2009). Customer relationship management (CRM) best practices and customer loyalty A study of Indian retail banking sector`. European Journal of Social Sciences, 11(1), 61-85.
6. Dyche Jill (2002) The CRM handbook: A Business Guide to Customer Relationship Management. Addison-Wesley. 
7. Gurau C, Ranchhod A, Hackney R (2003). Customer-centric strategic planning: Integrating CRM in online business systems. Inform. Technol. Manage., 4(2): 199-214.
8. Kalakota Ravin et al (1999), e-Business: roadmap for success. Addison-Wesley Pub Co Addison- Wesley Pub Co.Oxford, Elsevier.
9. Parvatiyar, A. and Sheth, J.N. (2001). Customer relationship management: emerging practice, process, and discipline. Journal of Economic & Social Research, Vol. 3 No. 2, pp. 1-34.
10. Parvatiyar, A., & Sheth, J. N. (2001). Conceptual Framework of Customer Relationship Management: McGraw-Hill. Payne, A., &Frow, P. (2005). A strategic framework for CRM. Journal of Marketing, 69(4), 167-176.
11. Payne A. and Frow P. (2005). A Strategic Framework for Customer Relationship Management. Journal of Marketing 69(October), pp. 167–176.
12. Payne, A. (2005) Handbook of CRM: Achieving Excellence in Customer Management,
13. Swift R.S. (2001). Accelerating Customer Relationships using CRM and Relationship Technologies, Prentice Hall, Englewood Cliffs, N.J.
14. V.A. Zeithaml, M. Bitner and D.D. Gremler, (2006) Services marketing: Integrating customer focus across the firm New York: McGraw-Hill.

*Contents are provided by Authors of articles. Please contact us if you having any query.






Bank Details