e-CRM in SMEs: an exploratory study in Northern Ireland

Purpose – Relationship marketing principles have seldom been applied to the small‐ and medium‐sized enterprise (SME). The purpose of this paper is to develop what is a striking link by investigating the role of internet technologies in the customer relationship management of SMEs based in Northern Ireland (NI).Design/methodology/approach – This study took an exploratory outlook and a quantitative approach to data collection was adopted. A self‐completion questionnaire was distributed by post to a sample of 300 SMEs in NI. A response rate of 18.6 per cent was obtained.Findings – The findings of this study illustrate that SMEs are implementing fundamental electronic customer relationship management (e‐CRM) practices and reaping the benefits from internationalisation. Challenges are few, but centre on a preference for face‐to‐face relationships and a lack of government support.Research limitations/implications – It is hoped that this exploratory research has laid the foundation for further examination of e‐C...

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