A strategic framework for the optimization of customer relationship management in SMEs

2016

Customer relationship management (CRM) has been a topic of increased interest during the last decades, for both academics and practitioners. According to the literature review, there has been a variety of scopes and disciplines from which CRM has been addressed. However, CRM in an SME context has been understudied which implies that current literature has been highly driven and shaped by large scale enterprises. This thesis contributes to the examination of the aforementioned research gap. By conducting a single-case study, significant attributes of SME‘s context were analysed and important insights were presented. The aim of this research has been to address CRM from a strategic perspectiv…