Abstract

Business entities around the globe are clamouring to catch up with the recent trend of the business world through utilizing information technology (IT) applications, such as the Customer Relationship Management (CRM). For any business to reap the reward of CRM initiatives, it has to have a proper plan for its implementation. However, these business entities have little knowledge regarding the critical success factors of CRM implementation and its impact to their organizations. This study, therefore, aims to examine the critical success factors of e-CRM implementation to the small and medium enterprises (SMEs). The success factors include operational and strategic benefits, top management support, technological readiness, and knowledge management capabilities. The study uses organization as unit of analysis with SMEs as our target population. Data will be gathered by using a cross-sectional survey approach.

Keywords: Customer relationship management, operational and strategic benefits, top management support, knowledge management capabilities.

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