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Exploring and Explaining SME Marketing: Investigating e-CRM Using a Mixed Methods Approach

Harrigan, Paul, Ramsey, Elaine and Ibbotson, Patrick (2011) Exploring and Explaining SME Marketing: Investigating e-CRM Using a Mixed Methods Approach. Journal of Strategic Marketing, 20 (2). pp. 127-163. [Journal article]

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URL: http://www.tandfonline.com/doi/full/10.1080/0965254X.2011.606911

DOI: 10.1080/0965254X.2011.606911

Abstract

Small and medium-sized enterprises (SMEs) are vital to our economies, and they perform marketing resembling customer relationship management (CRM) theory. This study investigated the role of technology on the CRM activities (i.e. e-CRM) of SMEs in Ireland. This paper both reports the findings and the methodological process undertaken, which was a mixed methods research design comprising quantitative and qualitative methods. Hence this paper constitutes a methodological contribution to the small business discipline. Regarding the research problem, the research design facilitated significant theoretical and practical contributions to small business marketing, regarding using technology in customer communication and customer information management in e-CRM. SMEs are performing e-CRM that enables customer communication and customer information capabilities, but challenges focus on balancing e-communication with traditional communication and integrating technologies into existing processes. For SME owner-managers, ‘Ten Commandments for e-CRM’ are presented as the paper's managerial take-away.

Item Type:Journal article
Faculties and Schools:Ulster Business School > Department of Business and Enterprise
Ulster Business School
Research Institutes and Groups:Business and Management Research Institute
ID Code:26111
Deposited By: Professor Elaine Ramsey
Deposited On:20 May 2013 08:50
Last Modified:20 May 2013 08:50

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