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Gestion de la Relation Client et performance des PME

Author

Listed:
  • Laure Ambroise

    (COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne)

  • Isabelle Prim-Allaz

    (COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne)

Abstract

CRM strategies and SMEs' performance This study aims to describe how SMEs transform their strategic orientation into a CRM approach. It also attempts to assess the impact of CRM implementation on performance. A large-scale survey was conducted with CEOS of 439 SMEs in order to outline the significance of the results. Principal component analyses of mixed data an hie- rarchical cluster analyses identify five homogeneous classes of SMEs according to their CRM strategy. Findings confirm that the temporal perspective of the SME managers and their market orientation have a significant impact on their relational strategy and CRM tools implemented. Overall, the results show a positive impact on financial performance only in the medium term and contrasted effects according to the SME clusters.

Suggested Citation

  • Laure Ambroise & Isabelle Prim-Allaz, 2015. "Gestion de la Relation Client et performance des PME," Post-Print hal-02310633, HAL.
    • Handle: RePEc:hal:journl:hal-02310633
    DOI: 10.7193/DM.077.13.30
    as

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