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CRM Software Adoption by Small Enterprises

Author

Listed:
  • Daniela Ioniță

    (The Bucharest University of Economic Studies)

  • Andreea Orîndaru

    (The Bucharest University of Economic Studies)

  • Marian Bratu

    (Advanced Ideas Studio)

Abstract

Customer relationship management (CRM) is a business approach which can provide a competitive advantage to small and medium sized enterprises (SMEs). To deploy a successful CRM strategy, SMEs need to invest in a CRM software but unfortunately, the adoption rate of such software is very low compared to large companies. This study is trying to identify the main reasons for not using CRM software and how adoption rate can be improved. In-depth interviews with marketing managers and business owners were conducted to investigate the types of relationships the organizations have with various stakeholders and find out the technical solutions used to implement CRM strategies. Several reasons were mentioned for not using, or using in a limited way, CRM software: they are not trusted, they do not work, they are too complicated or they are not needed because SMEs have a limited customer base and managing customer relationships is performed using simpler tools. The main problem is that respondents do not see the strategic importance of CRM software. As long as most respondents consider only the operational role of CRM software - which can be replaced with some success by other applications they already use - the adoption rate will continue to be limited.

Suggested Citation

  • Daniela Ioniță & Andreea Orîndaru & Marian Bratu, 2022. "CRM Software Adoption by Small Enterprises," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 189-199, November.
    • Handle: RePEc:aes:jetimm:v:1:y:2022:i:1:p:189-199
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    References listed on IDEAS

    as
    1. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Vrontis, Demetris & Jabeen, Fauzia, 2022. "Digital transformation of organization using AI-CRM: From microfoundational perspective with leadership support," Journal of Business Research, Elsevier, vol. 153(C), pages 46-58.
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    4. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Vrontis, Demetris, 2022. "AI and digitalization in relationship management: Impact of adopting AI-embedded CRM system," Journal of Business Research, Elsevier, vol. 150(C), pages 437-450.
    5. Michael Rodriguez & Stefanie Boyer, 2020. "The impact of mobile customer relationship management (mCRM) on sales collaboration and sales performance," Journal of Marketing Analytics, Palgrave Macmillan, vol. 8(3), pages 137-148, September.
    6. Mc Cartan-Quinn, Danielle & Carson, David, 2003. "Issues Which Impact Upon Marketing in the Small Firm," Small Business Economics, Springer, vol. 21(2), pages 201-213, September.
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    More about this item

    Keywords

    customer relationship management; CRM software; small and medium sized enterprises; artificial intelligence.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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