Electronic customer relationship management (e-CRM) The impact of e-CRM practices for business sustainability in SMEs Malaysia

Roslee, Nur Aqilah (2019) Electronic customer relationship management (e-CRM) The impact of e-CRM practices for business sustainability in SMEs Malaysia. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Electronic Customer Relationship Management (e-CRM) is an upgraded version of CRM represents today, the organization interacts with the customer to retain the relationship management through the internet and organized customer based using the system. Many businesses that has been successful in their own strategies which are technology advancement and readiness to sustain long-term in the market and well known. For that reason, this study was conducted to determine the impact of electronic customer relationship management (e-CRM) practices for business sustainability in SMEs industry at Melaka and Johor. The data for this study was collected using questionnaires 329 respondents in Southern Malaysia (Melaka and Johor). The collected data was analysed through SPSS version 25. The results indicate that impacts of electronic customer relationship management (e-CRM) practices are determined by operational and strategic benefits, top management support, knowledge management and capabilities and technological readiness. The outcomes of this study will be a new insight into the importance of using technological advancement and readiness in business organizations.

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