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Exploring the Role of CRM in MSMEs

In: Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)

Author

Listed:
  • Vanessa Gaffar

    (Universitas Pendidikan Indonesia)

  • Tika Koeswandi

    (Universitas Pendidikan Indonesia)

  • Annisa Ciptagustia

    (Universitas Pendidikan Indonesia)

Abstract

This study aims to describe the role of CRM in MSMEs in Indonesia. This research is a qualitative descriptive study involving 20 MSMEs as participants. This study used interviews, observations, and documentation as data instruments. The data was analyzed through the triangulation technique and based on [5] 5 Roles of CRM. The results of this study indicate that CRM is proven to play a role in helping MSMEs which are currently transforming in the Marketing 5.0 era, through five functions, including; 1) Information sharing, 2) Decision makers, 3) Strategic makers, 4) Interaction booster, and 5) Response booster. This may imply that Indonesia’s MSMEs have an ability to integrate the process, technology, and consumer to compete and maintain internal and external relations in the new era of marketing.

Suggested Citation

  • Vanessa Gaffar & Tika Koeswandi & Annisa Ciptagustia, 2024. "Exploring the Role of CRM in MSMEs," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Lili Adi Wibowo & Ade Gafar Abdullah & Sulastri & Lisnawati & Yusuf Murtadlo (ed.), Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022), pages 763-768, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-234-7_80
    DOI: 10.2991/978-94-6463-234-7_80
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