دانلود رایگان مقاله انگلیسی رویکرد وفاداری مشتری بر اساس CRM برای SME ها - امرالد 2017

Purpose – The purpose of this paper is to explore marketing analysis by developing a customer loyalty approach, for small and medium-sized enterprises (SMEs) in the service sector, based on CRM in the context of an emerging economy. Design – This study analyzes different models of CRM in the literature and defines a loyalty approach for SMEs in the service sector. It is characterized as exploratory research, with a qualitative approach. A systematic review of the literature is undertaken as the starting point for achieving the main objective of the study. Findings – The need to draw up a framework for an approach to customer loyalty for small and medium-sized enterprises based on CRM and to make it operational. Research limitations – A qualitative and exploratory study, applied only to a company´s two main clients. Practical implications – The contribution of this study is that it offers SMEs consistent guidelines on how best to conduct relationship management with their customers by using a systemic methodology that can be adapted to the requirements of more effective interaction between a company and its customers. It also provides coherence to the purpose of meeting customers’ needs. This is an action strategy that focuses especially on the use of tools, such as SERVQUAL, Kano and SWOT analysis, and thereby increases the competitive profile of organizations in this sector. Originality – A new approach to customer loyalty for SMEs in the service sector, which integrates elements of CRM strategy and implementation.

5. Discussion and conclusion

This research study assumes that the use of CRM practices in small and medium-sized enterprises in the service sector will lead to greater customer satisfaction and loyalty being attained, but such initiatives must be in line with the peculiarities and characteristics of this type of organization. Generic solutions, which require large investments, must be avoided. This article proposed an approach that adopts tools that are well known and easy to use.

What should be done is to seek to understand and analyze customers' behavior and perceptions with a view to setting strategies that can best meet their needs based on the fundamentals of theories that involve relationship marketing and the attributes needed to apply the concepts of CRM. New strategic communication initiatives with customers or their groups should be integrated into CRM and a common communication platform should be created.

The literature review contributed to the development and improvement of this study. The information gathered was important for creating an approach to customer loyalty in the service sector by using CRM practices that attend to the specific characteristics of SMEs. This approach was divided into four steps to ensure its applicability.

Each of the tools suggested (Kano, Servqual and SWOT analysis) has already been used in previous studies. These tools are easy to understand and present consistent results, which facilitate their use and application in all steps of the proposed approach. The study found that for this approach to achieve the benefits it proposes, SMEs must regard relationship management as an ongoing process that seeks to ensure that customers’ needs are satisfied and the business-customer interaction is improved.