The Influence of customer relationship management (CRM) Systems on the efficiency and effectiveness of Small and Medium Enterprises in Saudi Arabia
DOI:
https://doi.org/10.5377/reice.v12i23.18292Keywords:
CRM, SMEs, Performance, CustomersAbstract
This study aims to explore customer relationship management (CRM) systems in Small and Medium Enterprises (SMEs) in Saudi Arabia. More specifically, this study investigates CRM benefits, critical success factors (CSFs), and the impact of CRM on SMEs' performance. This study is based on a qualitative design; semi-structured interviews were employed to acquire the requisite data. The results reflect that all the investigated businesses are implementing CRM. Furthermore, certain success factors such as training employees, top management support, and change management have been determined to significantly impact the CRM system and increase achievement of the desired results. The study creates awareness of CRM and provides executives with insights into CRM practices, with the aim of enhancing the effectiveness of CRM and confirming its benefits and advantages for interested parties.
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