Understanding CRM Implementation in SMEs

DOI

10.2991/aebmr.k.210831.111How to use a DOI?

Keywords

Customer Relationship, Management, Small Medium-Sized Enterprise, Loyalty

Abstract

This study aims to analyze the implementation of Customer Relationship Management (CRM) by Small Medium-sized Enterprises (SMEs) in West Java Province, Indonesia. This research is qualitative research using in-depth interviews for the data collection. Five small enterprises participated in this study. They cover different fields of business, namely fashion, travel, food, sneakers, and photography. Interview guidelines were set up to observe customer relationship management programs in every company. This was categorized into three programs: continuity marketing, one-to-one marketing, and partnering program. The study shows that participants basically have implemented CRM in their businesses. They have known the fundamental function of CRM, although they are not fully aware of CRM terminology. It is crucial for those enterprises to know and understand more of what CRM is and the benefit of its implementation to perform well and create customer loyalty.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Vanessa Gaffar
AU  - Arief Budiman
AU  - Benny Tjahjono
PY  - 2021
DA  - 2021/09/02
TI  - Understanding CRM Implementation in SMEs
BT  - Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)
PB  - Atlantis Press
SP  - 575
EP  - 579
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210831.111
DO  - 10.2991/aebmr.k.210831.111
ID  - Gaffar2021
ER  -