Supply Chain Disruptions and Customer Relationship Management in Family Small and Medium Entreprises: A Moroccan Case Study

Abstract

The covid 19 crisis and the preventive measures taken to mitigate the spread of the pandemic have shaken up all logistics chains. Consequently, family Small and Medium Entreprises (SMEs) are faced with an unprecedented situation characterized by disruptions in supply and production chains, payment deficits, as well as suspended contracts inducing dissatisfaction and loss of customers. In these circumstances, Family SMEs must constantly innovate, proactively anticipate disruptions and malfunctions and rigorously communicate with their main customers in order to explore other supply possibilities and find ways to avoid losses of revenues and customers. The objective of this article is to address the following research question: “How have family SMEs managed their relationships with customers in times of crisis marked by the disruption of supply chains in order to generate value for the company and the customer? ». In order to answer this question, a single case study was conducted to explore the effects of the Covid-19 crisis and to draw initial conclusions about family SMEs crisis management. The ultimate goal is to compile a list of the best practices of Customer Relationship Management (CRM) during crisis which can create value for the company and customers, while building on the strengths of the family business.