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Micro sized retailers’ usage of e-CRM : A study about how far micro sized retailers have implemented e-CRM and exploration of what factors can describe their e-CRM adoption.

Title: Micro sized retailers usage of e-CRM: A study about how far micro sized retailers have implemented e-CRM and exploration of what factors can describe the e-CRM adoption   Course code: 4FE03E   Authors:        Fredrik Fagerström               880107                   Linda Sjögren                      880805   Research question: The research explores what factors can explain e-CRM adoption of micro sized retailers through 6 hypotheses, derived from literature review.   Purpose: The purpose of this study is to describe how far micro sized retailers have implemented e-CRM and explore what factors can describe their e-CRM adoption.   Methodology: The result of the study consists of the participation of 137 micro sized retailers on the Swedish market. A quantitative questionnaire has been developed out of theories and qualitative pilot-studies.   Conclusion: This research can conclude that micro sized retailers on the Swedish market have, in average, implemented 5 e-CRM features per company. This equals a 12% usage of the total e-CRM features explored for this research. The one proved factor that can describe how retailers have adopted e-CRM is their profitability rate. Companies with a profitability rate below market average are more likely to have implemented more e-CRM features than companies with higher profit rate than market average. The explanation to this might be that companies with a low profit rate implement e-CRM as a tool to cure their low profit rate, since e-CRM is supposed to bring benefits as lower costs and increased sales with the purpose to increase their profit in the future.   Key words; e-CRM, growth orientation, micro sized companies, retailers

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-19936
Date January 2012
CreatorsSjögren, Linda, Fagerström, Fredrik
PublisherLinnéuniversitetet, Ekonomihögskolan, ELNU, Linnéuniversitetet, Ekonomihögskolan, ELNU
Source SetsDiVA Archive at Upsalla University
LanguageEnglish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

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