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Factors influencing implementation of CRM technology among small and medium sized enterprises

Access Status
Open access
Authors
Ramaseshan, Balasubramanian
Kiat, Chia Peng
Date
2008
Type
Conference Paper

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Citation
Ramaseshan, Balasubramanian and Kiat, Chia Peng. 2008. Factors influencing implementation of CRM technology among small and medium sized enterprises, in Spanjaard, D. and Denize, S. and Sharma, N. (ed), Proceedings of Australian and New Zealand Marketing Academy Conference, Dec 1 2008. Olympic Park, Sydney: University of Western Sydney.
Source Title
Proceedings of Australian and New Zealand Marketing Academy conference 2008
Source Conference
Australian and New Zealand Marketing Academy Conference
Faculty
Curtin Business School
School of Marketing
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Abstract

This study aims to identify the factors that influence the implementation of customer relationship management (CRM) technology among small and medium-sized enterprises (SMEs). From the existing literature six factors: relative advantage, cost effectiveness, top management support, information technology (IT) knowledge, government support and competitive pressure were identified to influence CRM technology implementation in organizations in general. The effect and relative importance of these factors on CRM implementation was examined in the context of SMEs in Singapore. Top management support emerged as the most important factor followed closely by relative advantage. The influence of competitive pressure, government support, costeff ectiveness and IT knowledge were found to be not significant.