The impact of customer relationship management on business performance. Chapter 9

• Main Authors: Siti Hajar , Mohamad, Norfaridatul Akmaliah, Othman, Juhaini, Jabar
• Other Authors: Siti Hajar, Mohamad
• Format: Book Section
• Language: English; English
• Published: McGraw-Hill 2014
• Subjects: HD28 Management. Industrial Management
• Online Access: http://eprints.utem.edu.my/id/eprint/12982/1/B1.pdf; http://eprints.utem.edu.my/id/eprint/12982/2/scan0004.jpg; http://eprints.utem.edu.my/id/eprint/12982/
• Institution: Universiti Teknikal Malaysia Melaka

This study attempts to determine the most significant factors of contributing CRM process to improve a business performance in Small Medium Enterprises (SME’s) firm. The factors utilized based on Customer Relationship Management (CRM) process as sales, marketing and services. The data collections from 114 SME’s firms were gathered in field survey. The findings indicate that firms with improved CRM process enjoy better organizational performance. Moreover, the results revealed that services as a successful key of CRM processes are more affected by combination of managerial commitment, cultural change and a combination of resource to achieve improving business performance. Research on the CRM processes has been fragmented due to various perspectives onbusiness performance.