e-CRM in SMEs: an exploratory study in Northern Ireland

Harrigan, Paul, Ramsey, Elaine and Ibbotson, Patrick (2008) e-CRM in SMEs: an exploratory study in Northern Ireland. Marketing Intelligence & Planning, 26 (4), 385-404. (doi:10.1108/02634500810879296).

Abstract

Purpose – Relationship marketing principles have seldom been applied to the small- and medium-sized enterprise (SME). The purpose of this paper is to develop what is a striking link by investigating the role of internet technologies in the customer relationship management of SMEs based in Northern Ireland (NI).
Design/methodology/approach – This study took an exploratory outlook and a quantitative approach to data collection was adopted. A self-completion questionnaire was distributed by post to a sample of 300 SMEs in NI. A response rate of 18.6 per cent was obtained.
Findings – The findings of this study illustrate that SMEs are implementing fundamental electronic customer relationship management (e-CRM) practices and reaping the benefits from internationalisation. Challenges are few, but centre on a preference for face-to-face relationships and a lack of government support.
Research limitations/implications – It is hoped that this exploratory research has laid the foundation for further examination of e-CRM in the SME context. Future studies should be able to replicate the process in other countries and on a larger scale. The potential also exists for in-depth qualitative research.
Practical implications – The paper concludes that e-CRM may have to move on to a more strategic and integrated level if SMEs in NI are to compete, both locally and globally.
Originality/value – This exploratory research has shed some light on the marginalised subject of e-CRM in SMEs. For SMEs operating in a peripheral economy such as NI the benefits to be gained from e-CRM are lucrative.

This record has no associated files available for download.

Contributors

Download statistics