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CRM Implementation in SMEs: A conceptual model

Reid, A, Donnell, L and Hutchinson, K (2012) CRM Implementation in SMEs: A conceptual model. In: ACRA Retailing Conference, Seattle, USA. ACRA. 25 pp. [Conference contribution]

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Abstract

There is an increasing number of SMEs implementing CRM programs to compete effectively in global markets, yet there is limited understanding of the complex issues involved in the operationalization process. There is a need not only to understand CRM implementation in SMEs from a practitioner perspective (that is to improve SME competitiveness in the market), but to advance wider CRM theory, specifically to understand the operational process of CRM implementation in SMEs. The paper develops a conceptual model of CRM implementation in an SME organizational context by a collective approach of revisiting CRM theory, applying relevant established theories outside the relationship marketing domain, and drawing upon findings from an exploratory case study.

Item Type:Conference contribution (Paper)
Keywords:CRM, Relationship Marketing, SMEs, Loyalty card
Faculties and Schools:Ulster Business School > Department of Business and Enterprise
Ulster Business School
ID Code:37793
Deposited By: Dr Andrea Reid
Deposited On:10 May 2017 13:14
Last Modified:17 Oct 2017 16:29

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