Customer relationship management (CRM): The impact on SMEs performance

Siti Hajar, Mohamad and Norfaridatul Akmaliah, Othman and Izaidin, Abdul Majid and Juhaini, Jabar and Mastura, Roni (2013) Customer relationship management (CRM): The impact on SMEs performance. In: 4th Social, Development and Environmental Studies International Conference 2013; Faculty of Social Science and Humanities, 19 March 2013, Universiti Kebangsaan Malaysia, Bangi, Selangor, Malaysia.

[img] PDF

Download (34kB)


The Customer Relationship Management (CRM) strategy has become very popular among organizations and companies; hence it’s very common in large companies implement CRM to compete and promote their businesses. However, CRM strategies are not very common in Small and Medium Enterprises (SMEs). SMEs have to implement customer relationship into their business operations in order to strategies on establishing high performance and high value-added with strong technical, innovative capability and competitive advantage over rivals. CRM strategies have the potential to help improve the business value and competitive capabilities of SMEs, yet have received mixed performance reviews in the extant literature. Therefore, this research presents a conceptual model on the antecedents of achieving successful implementations of CRM strategies by Malaysian SMEs. The model incorporate CRM strategies construct; key customer focus, knowledge management, relationship marketing and technological CRM resources, and investigated the impact of CRM strategies on these constructs and relationship performance. In addition the firm’s market orientation has considered as critical antecedent to the practices of CRM. The model then enables several empirically testable propositions that are relevant to develop a survey instrument for this study.

Item Type: Conference or Workshop Item (Paper)
Subjects: T Technology > TS Manufactures
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Technology Management and Technopreneurship > Department of Technology Management
Depositing User: Dr. Juhaini Jabar
Date Deposited: 20 Aug 2014 10:01
Last Modified: 28 May 2015 04:29
Statistic Details: View Download Statistic

Actions (login required)

View Item View Item