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Serving global customers: adoption of (e-crm) by small and medium enterprises (Smes) in Kenya

Author:

Jimmy Macharia and Catherine Thuo

Subject Area:

Social Sciences and Humanities

Abstract:

Practice has shown that the Internet and other information and communication technologies (ICTs) offer astonishing opportunities for innovation in customer relations management by offering businesses the potential to extend their markets beyond their nations, regions, continents and enable them reach and serve any customer in the global market place, and thus increase their revenue base. Consequently the application of e-business methods in Electronic Customer Relations Management (e-CRM) provides such an opportunity for Small and Medium Enterprises (SMEs). Unfortunately, the adoption of e-CRM by SMEs has been slow and uneven between regions. It is for this reason that this paper investigated, the factors that can influence e-CRM adoption by SMEs to enable them enjoy the same benefits like the large companies of being enabled to reach and serve customers in any part of the globe.

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