{"id":920,"date":"2023-04-24T20:12:00","date_gmt":"2023-04-24T17:12:00","guid":{"rendered":"http:\/\/www.etimm.ase.ro\/?p=920"},"modified":"2023-07-10T20:14:05","modified_gmt":"2023-07-10T17:14:05","slug":"crm-software-adoption-by-small-enterprises","status":"publish","type":"post","link":"https:\/\/www.etimm.ase.ro\/?p=920","title":{"rendered":"CRM Software Adoption by Small Enterprises"},"content":{"rendered":"<h4>\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><strong>Title<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><meta name=\"citation_title\" content=\"CRM Software Adoption by Small Enterprises\">CRM Software Adoption by Small Enterprises<\/span><\/span><\/p>\n<h4>\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><strong>Author<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><meta name=\"citation_author\" content=\"Daniela Ioni\u021b\u0103\">Daniela Ioni\u021b\u0103, <meta name=\"citation_author\" content=\"Andreea Or\u00eendaru\">Andreea Or\u00eendaru, <meta name=\"citation_author\" content=\"Marian Bratu\">Marian Bratu<\/span><\/span><\/p>\n<p><span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_publication_date\" content=\"2023\/04\/24\"><meta name=\"citation_journal_title\" content=\"Journal of Emerging Trends in Marketing and Management\"><meta name=\"citation_volume\" content=\"I\"><meta name=\"citation_issue\" content=\"1\"><meta name=\"citation_firstpage\" content=\"189\"><meta name=\"citation_lastpage\" content=\"199\"><meta name=\"citation_place_published\" content=\"Bucharest, Romania\"><meta name=\"citation_publisher\" content=\"The Bucharest University of Economic Studies Publishing House\"><meta name=\"citation_issn\" content=\"2537-5865\"><\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Classification JEL <\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_classification_jel\" content=\"M31, O33.\">M31, O33.<\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Abstract<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_abstract\" content=\"Customer relationship management (CRM) is a business approach which can provide a competitive advantage to small and medium sized enterprises (SMEs). To deploy a successful CRM strategy, SMEs need to invest in a CRM software but unfortunately, the adoption rate of such software is very low compared to large companies. This study is trying to identify the main reasons for not using CRM software and how adoption rate can be improved. In-depth interviews with marketing managers and business owners were conducted to investigate the types of relationships the organizations have with various stakeholders and find out the technical solutions used to implement CRM strategies. Several reasons were mentioned for not using, or using in a limited way, CRM software: they are not trusted, they do not work, they are too complicated or they are not needed because SMEs have a limited customer base and managing customer relationships is performed using simpler tools. The main problem is that respondents do not see the strategic importance of CRM software. As long as most respondents consider only the operational role of CRM software - which can be replaced with some success by other applications they already use - the adoption rate will continue to be limited.\">Customer relationship management (CRM) is a business approach which can provide a competitive advantage to small and medium sized enterprises (SMEs). To deploy a successful CRM strategy, SMEs need to invest in a CRM software but unfortunately, the adoption rate of such software is very low compared to large companies. This study is trying to identify the main reasons for not using CRM software and how adoption rate can be improved. In-depth interviews with marketing managers and business owners were conducted to investigate the types of relationships the organizations have with various stakeholders and find out the technical solutions used to implement CRM strategies. Several reasons were mentioned for not using, or using in a limited way, CRM software: they are not trusted, they do not work, they are too complicated or they are not needed because SMEs have a limited customer base and managing customer relationships is performed using simpler tools. The main problem is that respondents do not see the strategic importance of CRM software. As long as most respondents consider only the operational role of CRM software &#8211; which can be replaced with some success by other applications they already use &#8211; the adoption rate will continue to be limited.<\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Keywords<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_Keywords\" content=\"customer relationship management, CRM software, small and medium sized enterprises, artificial intelligence.\">customer relationship management, CRM software, small and medium sized enterprises, artificial intelligence.<\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Full Text: <meta name=\"citation_pdf_url\" content=\"http:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2022\/ETIMM_V01_2022_75.pdf\"><a href=\"http:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2022\/ETIMM_V01_2022_75.pdf\" target=\"_blank\" rel=\"noopener\"><span style=\"color: rgb(0, 0, 205);\">download pdf<\/span><\/a><\/strong><\/span><\/span><\/h4>\n<p><span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Cite: <a href=\"http:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2022\/ETIMM_V01_2022_75.ris\" target=\"_blank\" rel=\"noopener\"><span style=\"color: rgb(255, 0, 0);\">download citation<\/span><\/a> (for EndNote, Reference Manager, ProCite)<\/strong><\/span><\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Title CRM Software Adoption by Small Enterprises Author Daniela Ioni\u021b\u0103, Andreea Or\u00eendaru, Marian Bratu Classification JEL M31, O33. Abstract Customer relationship management (CRM) is a business approach which can provide a competitive advantage to small and medium sized enterprises (SMEs). To deploy a successful CRM strategy, SMEs need to invest &hellip;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_ef_editorial_meta_date_first-draft-date":"","_ef_editorial_meta_paragraph_assignment":"","_ef_editorial_meta_checkbox_needs-photo":"","_ef_editorial_meta_number_word-count":"","footnotes":""},"categories":[29],"tags":[],"coauthors":[18],"class_list":["post-920","post","type-post","status-publish","format-standard","hentry","category-jetimm_2022"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/920","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=920"}],"version-history":[{"count":1,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/920\/revisions"}],"predecessor-version":[{"id":921,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/920\/revisions\/921"}],"wp:attachment":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=920"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=920"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=920"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcoauthors&post=920"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}