Incorporates: Journal of Marketing Practice: Applied Marketing Science
Online from: 1983
Subject Area: Marketing
Options: To add Favourites and Table of Contents Alerts please take a Emerald profile
|Title:||e-CRM in SMEs: an exploratory study in Northern Ireland|
|Author(s):||Paul Harrigan, (University of Ulster, Coleraine, UK), Elaine Ramsey, (University of Ulster, Coleraine, UK), Patrick Ibbotson, (University of Ulster, Coleraine, UK)|
|Citation:||Paul Harrigan, Elaine Ramsey, Patrick Ibbotson, (2008) "e-CRM in SMEs: an exploratory study in Northern Ireland", Marketing Intelligence & Planning, Vol. 26 Iss: 4, pp.385 - 404|
|Keywords:||Communication technologies, Customer relations, Internet, Northern Ireland, Small to medium-sized enterprises|
|Article type:||Research paper|
|DOI:||10.1108/02634500810879296 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
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.
Existing customers: login
to access this document
To purchase this item please login or register.
Complete and print this form to request this document from your librarian