The Impact of Electronic Customer Relationship Management (e-CRM) on the Business Performance of Small Company
Abstract
Small company has a relatively simple e-CRM to improve their customer relationships and information gathering management to create competitive advantage.The use of e-CRM for small company is in a different context as compared to that for the large company. The technology acceptance model was used to investigate the relationship of perceived usage of e-CRM with business performance of all the identified seventy-one (71) small companies that sell cars at Batu Pahat town. Relationship marketing principles have seldom been applied to the small and medium-sized enterprise (SME). Mean test and multiple regression were used to examine internet CRM and business performance.
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