Title: Segmenting small and medium manufacturing enterprises for electronic customer relationship management industry: the case of Thailand

Authors: Kittipong Sophonthummapharn

Addresses: Faculty of Business Administration and Information Technology, Rajamangala University of Technology Suvarnabhumi, Wasukri Campus, Ayutthaya 13000, Thailand

Abstract: The study examines the current adoption rate of electronic customer relationship management (e-CRM) applications among manufacturing SMEs in Thailand and segments the e-CRM adopters based on their similarities and differences. The purpose is to provide information on market segmentation for the e-CRM industry. Three types of e-CRM adopters were identified; basic, moderate and advanced adopters. The findings assert that even though e-CRM adopters share something in common, their perceptions about e-CRM applications are evidently different. Each group has different needs and expectations requiring different approaches from technology vendors. The basic e-CRM adopters are sceptical about the potential of e-CRM applications while moderate and advanced e-CRM adopters are more concerned with how to maximise the advantages of e-CRM applications.

Keywords: electronic CRM; customer relationship management; e-CRM; market segmentation; cluster analysis; e-business; manufacturing SMEs; Thailand; electronic business; small and medium-sized enterprises.

DOI: 10.1504/IJECRM.2011.039801

International Journal of Electronic Customer Relationship Management, 2011 Vol.5 No.1, pp.75 - 96

Published online: 20 Apr 2011 *

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