探索 CRM 在中小微企业中的作用.pdf

1、原创力文档（book118）网站文档一经付费（服务费），不意味着购买了该文档的版权，仅供个人/单位学习、研究之用，不得用于商业用途，未经授权，严禁复制、发行、汇编、翻译或者网络传播等，侵权必究。。
2、本站所有内容均由合作方或网友上传，本站不对文档的完整性、权威性及其观点立场正确性做任何保证或承诺！文档内容仅供研究参考，付费前请自行鉴别。如您付费，意味着您自己接受本站规则且自行承担风险，本站不退款、不进行额外附加服务；查看《如何避免下载的几个坑》。如果您已付费下载过本站文档，您可以点击这里二次下载。
3、如文档侵犯商业秘密、侵犯著作权、侵犯人身权等，请点击“版权申诉”（推荐），也可以打举报电话：400-050-0827(电话支持时间：9:00-18:30)。

ExploringtheRoleofCRMinMSMEs

()

VanessaGaffarB,TikaKoeswandi,andAnnisaCiptagustia

UniversitasPendidikanIndonesia,JalanDr.SetiabudhiNo.229,Bandung,Indonesia

{vanessa,tikakoeswandi}@

Abstract.ThisstudyaimstodescribetheroleofCRMinMSMEsinIndonesia.

Thisresearchisaqualitativedescriptivestudyinvolving20MSMEsaspartici-

pants.Thisstudyusedinterviews,observations,anddocumentationasdatainstru-

ments.Thedatawasanalyzedthroughthetriangulationtechniqueandbasedon

[5]5RolesofCRM.TheresultsofthisstudyindicatethatCRMisproventoplaya

roleinhelpingMSMEswhicharecurrentlytransformingintheMarketing5.0era,

throughﬁvefunctions,including;1)Informationsharing,2)Decisionmakers,3)

Strategicmakers,4)Interactionbooster,and5)Responsebooster.Thismayimply

thatIndonesia’sMSMEshaveanabilitytointegratetheprocess,technology,and

consumertocompeteandmaintaininternalandexternalrelationsinthenewera

ofmarketing.

Keywords:CRM·CustomerRelationshipManagement·Indonesia·MSMEs

1Introduction

CustomerRelationshipManagement(CRM)isawidelyusedconceptinmarketing

research,anditcanbeimplementedbyanytypeofbusiness,includingMSMEs.Accord-

ingto[1],CRMisatermforhandlingrelationshipsbetweenconsumers,employees,and

allthechallengesofacompany’sbusinessandﬁnancialactivities.Meanwhile,according

to[2],CRMispartofabusinessstrategydesignedtooptimizeproﬁtability,revenue,

andcustomersatisfaction.Inaddition,[3]explainthatCRMisanorganizationaltool

thathasaverysigniﬁcantrolewhereCRMcanhelpincreasecustomerloyaltyandsat-

isfactionandmanageitint

数学毕业，从事大数据工作十几年，涉及二三十个行业

更多 >