Abstract
The study examines the current adoption rate of electronic customer relationship management (e-CRM) applications among manufacturing SMEs in Thailand and segments the e-CRM adopters based on their similarities and differences. The purpose is to provide information on market segmentation for the e-CRM industry. Three types of e-CRM adopters were identified; basic, moderate and advanced adopters. The findings assert that even though e-CRM adopters share something in common, their perceptions about e-CRM applications are evidently different. Each group has different needs and expectations requiring different approaches from technology vendors. The basic e-CRM adopters are sceptical about the potential of e-CRM applications while moderate and advanced e-CRM adopters are more concerned with how to maximise the advantages of e-CRM applications.
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