The impact of CRM adoption on the sales growth of service-oriented small and medium enterprises in Malaysia

Lee, Yoong Chee (2019) The impact of CRM adoption on the sales growth of service-oriented small and medium enterprises in Malaysia. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The customer relationship management system (CRM) is getting popular nowadays because of the advantages brought to companies. In particular, small and medium enterprises (SMEs) need to adopt CRM into their business operation in order to gain competitive advantage and enhance the sales performance over their rivals, especially SMEs in service sector. The aim of this research is to find out the factors that affect the CRM adoption by the service-oriented SMEs and also the impact of the CRM adoption on sales growth of the service-oriented SMEs. The research proposed three factors that will affect the CRM adoption which are customer orientation, knowledge management and relationship marketing. The data used to validate the research model will be collected among the service-oriented SMEs in Subang, Selangor, Malaysia via questionnaire. The questionnaires were sent to the service-oriented SMEs in Subang through email. All of the objectives in this research were achieved. The first objective is to find out what size of enterprises tend to adopt CRM. The medium size enterprises tend to adopt CRM. The second objective is to investigate the factors that influenced the adoption of CRM by service-oriented SMEs. Customer orientation, knowledge management and relationship marketing are positively influenced the adoption of CRM by service-oriented SMEs while the third objective is to find out the effect of CRM adoption to sales growth of SMEs. CRM adoption has positive impact on the sales growth of service-oriented SMEs.

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