La Influencia de los sistemas de gestión de relaciones con los clientes (CRM) en la eficiencia y efectividad de las Pequeñas y Medianas Empresas en Arabia Saudita

Zahyah H Alharbi; Mona Alqarni; Mariam Alterkait

doi:10.5377/reice.v12i23.18292

Autores/as

Zahyah H Alharbi King Saud University, Riyadh 11437, Saudi Arabia https://orcid.org/0000-0003-3363-5005
Mona Alqarni King Saud University, Riyadh 11437, Saudi Arabia https://orcid.org/0009-0006-7525-6547
Mariam Alterkait College of Business Studies, Public Authority for Applied Education and Training, Ardyia, Kuwait https://orcid.org/0000-0002-6557-8247

DOI:

https://doi.org/10.5377/reice.v12i23.18292

Palabras clave:

CRM, PYMES, Actuación, Clientes

Resumen

Este estudio tiene como objetivo explorar los sistemas de gestión de relaciones con los clientes (CRM) en pequeñas y medianas empresas (PYME) en Arabia Saudita. Más específicamente, este estudio investiga los beneficios de CRM, los factores críticos de éxito (CSF) y el impacto de CRM en el desempeño de las PYMES. Este estudio se basa en un diseño cualitativo; Se emplearon entrevistas semiestructuradas para adquirir los datos necesarios. Los resultados reflejan que todos los negocios investigados están implementando CRM. Además, se ha determinado que ciertos factores de éxito, como la capacitación de los empleados, el apoyo de la alta dirección y la gestión del cambio, tienen un impacto significativo en el sistema CRM y aumentan el logro de los resultados deseados. El estudio crea conciencia sobre CRM y proporciona a los ejecutivos información sobre las prácticas de CRM, con el objetivo de mejorar la eficacia de CRM y confirmar sus beneficios y ventajas para las partes interesadas.

Descargas

Los datos de descargas todavía no están disponibles.

Resumen
42

PDF 9

Citas

Al-Hazmi, N. (2021). The impact of customer relationship management on customer retention in travel and tourism organizations. Management Science Letters, 11(1), 247-252. https://doi.org/10.5267/j.msl.2020.8.009

Al-Rashed, S. A. (2018). Exploring the success factors of customer relationship management (CRM) systems in the telecommunication sector in Saudi Arabia. International Journal of Information and Education Technology, 8(1), 63-67.

Cheng, C. C., & Shiu, E. C. (2019). How to enhance SMEs customer involvement using social media: The role of Social CRM. International Small Business Journal, 37(1), 22-42. https://doi.org/10.1177/0266242618774831.

Farooqi, R., & Dhusia, D. K. (2011). A comparative study of CRM and ECRM technologies. Indian Journal of Computer Science and Engineering, 2(4), 624- 627.

Harrigan, P., & Miles, M. (2014). From e-CRM to s-CRM. Critical factors underpinning the Social CRM activities of SMEs. A paper presented at the Annual SEAANZ Conference Proceedings, Sydney, Australia.

Hassan, R. S., Nawaz, A., Lashari, M. N., & Zafar, F. (2015). Effect of Customer Relationship Management on Customer Satisfaction. Procedia Economics and Finance, 23, 563-567. https://doi.org/10.1016/S2212-5671(15)00513-4.

Hassan, S. H., Mohamed Haniba, N. M., & Ahmad, N. H. (2019). Social customer relationship management (s-CRM) among small-and medium-sized enterprises (SMEs) in Malaysia. International Journal of Ethics and Systems, 35(2), 284-302.‏

Hollstein, B. (2011). Qualitative approaches. The SAGE handbook of social network analysis, 404-416.‏

http://www.monshaat.gov.sa/

Kampani, N., & Jhamb, D. (2020). Analyzing the role of e-crm in managing customer relations: A critical review of the literature. Journal of Critical Reviews, 7(4), 221-226.

Kasemsap, K. (2015). The role of customer relationship management in the global business environments. In Trends and innovations in marketing information systems (pp. 130-156). IGI Global.‏

Khan, H. U., Fournier-Bonilla, S. D., Jinugu, A., & Madhavi Lalitha, V. V. (2016, March 31-2 April). Possible challenges of the successful implementation of CRM in the service sector: a case study of Saudi Arabia. A paper presented at the Northeast Decision Sciences Institute Conference, Alexandria, Virginia,

Khedkar, E. B. (2015). Effect of customer relationship management on customer satisfaction and loyalty. International Journal of Management (IJM), 6(5), 1-7.

Lawson-Body, A., Willoughby, L., Mukankusi, L., & Logossah, K. (2011). The critical success factors for public sector CRM implementation. Journal of Computer Information Systems, 52(2), 42-50. http://dx.doi.org/10.1080/08874417.2011.11645539.

Mohammed, A. A., & Rashid, B. B. (2012). Customer relationship management (CRM) in hotel industry: A framework proposal on the relationship among CRM dimensions, marketing capabilities and hotel performance. International review of management and marketing, 2(4), 220-230.‏

Mokha, A. K., & Kumar, P. (2020). Determinants of E-CRM in Influencing Customer Satisfaction in the Banking Industry. OJAS, January-June, 2-9.

Monem, H., Hussin, A. R. C., & Behboodian, N. (2011, November 23-24). Organizational Perspective of CRM Implementation Factors in Hospital. A paper presented at the International Conference on Research and Innovation in Information Systems, Kuala Lumpur, Malaysia.

Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Understanding customer expectations of service. MIT sloan management review.‏ https://www.proquest.com/openview/d3a5485cd0c4bfee6d2a8f7d00c69734/1?pq-origsite=gscholar&cbl=26142.

Prabhu, J., & Ravindran, K. (2021). Barriers for Implementing CRM in Star Classified Hotels. International Research Journal of Education and Technology, 1(5), 1-5.

Rahman, M. S., Bag, S., Gupta, S., & Sivarajah, U. (2023). Technology readiness of B2B firms and AI-based customer relationship management capability for enhancing social sustainability performance. Journal of Business Research, 156, 11352.

Rashwan, H. H. M., Mansi, A. L. M., & Hassan, H. E. (2019). The impact of the E-CRM (expected security and convenience of website design) on E-loyalty field study on commercial banks. Journal of Business and Retail Management Research, 14(1), 106-122.

Reicher, R., & Szeghegyi, Á. (2015). Factors affecting the selection and implementation of a customer relationship management (CRM) process. Acta Polytechnica Hungarica, 12(4), 183-200.

Salah, M., & Abou-Shouk, M. A. (2019). The effect of customer relationship management practices on airline customer loyalty. Journal of Tourism, Heritage & Services Marketing, 5(2), 11-19.

Šebjan, U., Bobek, S., & Tominc, P. (2014). Organizational factors influencing effective use of CRM solutions. Procedia Technology, 16, 459-470. https://doi.org/10.1016/j.protcy.2014.10.113

Shvydenko, O. (2011). Influence of Customer Relationship Management (CRM) on consumer loyalty. Wageningen University.‏

Soliman, H. S. (2011). Customer relationship management and its relationship to the marketing performance. International Journal of Business and Social Science, 2(10), 166-182.

Soltani, Z., & Navimipour, N. J. (2016). Customer relationship management mechanisms: A systematic review of the state-of-the-art literature and recommendations for future research. Computers in Human Behavior, 61, 667-688.‏

Swift, R. S. (2001). Accelerating customer relationships: Using CRM and relationship technologies. Prentice Hall Professional.‏

Taylor, S. A., & Hunter, G. L. (2002). The impact of loyalty with e‐CRM software and e‐services. International journal of service industry management, 13(5), 452-474.‏

Tiwana, A. (2000). Knowledge-Enabled Customer Relationship Management. Cutter IT Journal, 13(10), 17-25.‏

Trivedi, H. (2016). Customer Relationship Management in Banks: A Study of CRM Efforts Made by Public Sector and Private Sector Banks. Nirmay: The Journal of Decision Science, 7, 4-15.

La Influencia de los sistemas de gestión de relaciones con los clientes (CRM) en la eficiencia y efectividad de las Pequeñas y Medianas Empresas en Arabia Saudita

Autores/as

DOI:

Palabras clave:

Resumen

Descargas

Citas

Descargas

Publicado

Cómo citar

Número

Sección

Licencia

Idioma

Información