Retracted: Customer Relationship Management (CRM) strategies in Small and Medium Enterprises (SMEs): A study in tourism industry in Vietnam

Abstract

Small and Medium Enterprises (SMEs) are considered to be one of the main stimulus for economic growth, especially in developing countries like Vietnam. But SMEs are usually overlooked in academic research for building firms ‘competitive advantage. Moreover, Customer Relationship Management (CRM) is currently one of the popular norms in the business for building long term competitive advantage. Therefore, the main objectives of this study are to investigate which CRM strategies are currently being implemented in SMEs and identify factors which determine the success of CRM implementation in SMEs. Using the adoption of grounded theory research procedures, this study investigates the practices of CRM implementation in 41 SMEs in tourism industry in Vietnam. This study provide more insights and guidelines for managers in SMEs so that they can be more informed when making decision of choosing CRM strategies for developing long-term competitive advantage.