e-CRM in SMEs: an exploratory study in Northern Ireland
e-CRM in SMEs: an exploratory study in Northern Ireland
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.
communication technologies, customer relations, internet, northern ireland, small to medium-sized enterprises
385-404
Harrigan, Paul
5b2e06f8-2065-4ed4-a5c6-f0e5601fbc4a
Ramsey, Elaine
2ee97a35-0035-42dc-945b-5c9fc212f8a5
Ibbotson, Patrick
514a461e-405f-4957-bf6d-38bbc3d09581
2008
Harrigan, Paul
5b2e06f8-2065-4ed4-a5c6-f0e5601fbc4a
Ramsey, Elaine
2ee97a35-0035-42dc-945b-5c9fc212f8a5
Ibbotson, Patrick
514a461e-405f-4957-bf6d-38bbc3d09581
Harrigan, Paul, Ramsey, Elaine and Ibbotson, Patrick
(2008)
e-CRM in SMEs: an exploratory study in Northern Ireland.
Marketing Intelligence & Planning, 26 (4), .
(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.
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Published date: 2008
Keywords:
communication technologies, customer relations, internet, northern ireland, small to medium-sized enterprises
Identifiers
Local EPrints ID: 64385
URI: http://eprints.soton.ac.uk/id/eprint/64385
ISSN: 0263-4503
PURE UUID: 9f607040-38e0-4344-adee-ad404071dd65
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Date deposited: 13 Jan 2009
Last modified: 15 Mar 2024 11:48
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Contributors
Author:
Paul Harrigan
Author:
Elaine Ramsey
Author:
Patrick Ibbotson
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