Customer Relationship Management (CRM) Practices by Small Businesses in Developing Economies

Abstract

This study investigates the different factors affecting Customer Relationship Management (CRM) adoption by Egyptian Small Business Enterprises (SBEs). A systematic review of extant literature on CRM adoption by SBEs was conducted both holistically, and specifically in developing countries (e.g. Egypt). The study then progresses to validate a conceptual framework of CRM practices utilising a positivist research philosophy augmented with a quantitative approach, using questionnaire survey data. Findings indicated the response rate of Egyptian SBEs was low and that SBEs’ owners, marketing managers and sales managers lack knowledge about CRM practice and the different tools or forms related to it. The findings also illustrated that SBE internal and external factors have a different impact upon CRM adoption. The study provides stakeholders (including entrepreneurs, policy makers, practitioners, researchers and educators) with an invaluable insight and a deeper understanding of issues related to CRM adoption by Egyptian SBEs. This research makes an important contribution to the current dearth of empirical studies in this field. Research outcomes consolidate and clarify several pertinent issues and provide peers with direction for future research.