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
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-19936 |
| Date | January 2012 |
| Creators | Sjögren, Linda, Fagerström, Fredrik |
| Publisher | Linnéuniversitetet, Ekonomihögskolan, ELNU, Linnéuniversitetet, Ekonomihögskolan, ELNU |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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