Abstract
CRM is the most popular issue in today's business world. In spite of its tremendous importance very few literatures attempt to investigate the relationship between CRM and business performance. In order to fill this gap this paper attempts to empirically investigate the orientation level of CRM in terms of technology dimension and its impact on business performance. Moreover, due to their growing importance, the SMEs will be considered as the focus of the study. The findings revealed that the CRM technology dimension was found to have a significant influence on the business performance of the SMEs in Malaysia.
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