Abstract
Purpose – The aim of this article is to develop an understanding of marketing and customer relationships in software SMEs (small to medium‐sized enterprises) using a mixed methods approach.Design/methodology/approach – The methodology combined qualitative research methods along with quantitative adaptive conjoint analysis (ACA). A software SME was investigated as a case study during the first stage of the investigation. In order to ascertain detailed customer perceptions and expectations of their software supplier, 16 semi‐structured interviews were conducted with the software SME's customers. The interviews subsequently informed the ACA, which was chosen as an analytical tool to establish quantitative hierarchy of relevant attributes identified at the qualitative stage of the study.Findings – Marketing in software SMEs is dependant on effective relationships between the firm and its customers and these relationships should be based on providing a quality software solution, understanding the customer requ...
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