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Gestion de la relation client et internet. Les impératifs stratégiques pour la mise en place d'un projet e-GRC par les PME

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  • Moez Bellaaj

Abstract

Electronic Customer Relationship Management (e-CRM) in the small and medium sized enterprises received these last years a particular attention in the business environment. However, it?s surprising to see that the failure percentage of these initiatives is still relatively high. Also, few studies have examined the key success factors of e-CRM adoption in these companies. To fill this gap, this research treats the strategic determinants of successful e-CRM implementation.

Suggested Citation

  • Moez Bellaaj, 2014. "Gestion de la relation client et internet. Les impératifs stratégiques pour la mise en place d'un projet e-GRC par les PME," Revue française de gestion, Lavoisier, vol. 0(1), pages 119-137.
    • Handle: RePEc:cai:rfglav:rfg_238_0119
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