Title: Proposed theoretical framework for total CRM adoption in Indian SMEs

Authors: Arpita Mehta

Addresses: Institute of Management Studies, Christ University, Bangalore 560029, India

Abstract: This paper arose a theoretical framework for the successful customer relationship management (CRM) adoption in Indian SMEs. More specifically, it developed from a through literature review on the theme. Conducting this review illustrated to the researcher to fill the gap in the CRM adoption for Indian SMEs and related literature. The developed areas like CRM adoption for different types and size of the organisations were taken as a context for the further study which had given wide scope to understand the CRM adoption in other part of the world. It has given a base to investigate the utility of CRM adoption for Indian SMEs with an understanding how successful CRM adoption can benefit Indian SMEs to take competitive advantages in rapid world where world is acting like a global village. This work proposed a list of critical success factors and possible outcomes from the successful total CRM adoption in Indian SMEs.

Keywords: customer relationship marketing; CRM adoption; small and medium-sized enterprises; SMEs; India; literature review; critical success factors; CSFs.

DOI: 10.1504/IJCSYSE.2013.052588

International Journal of Computational Systems Engineering, 2013 Vol.1 No.3, pp.184 - 192

Published online: 26 Jul 2014 *

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