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Customer Relationship Management Strategies in Small and Medium Enterprises: A Study in Tourism Industry in Vietnam
Journal
MANAGEMENT & ACCOUNTING REVIEW
Date Issued
2020
Author(s)
Ngô Minh Vũ
Vũ Minh Hiếu
Nguyễn Hồng Mai
DOI
10.24191/mar.v19i2.1471
Abstract
Small and Medium Enterprises (SMEs) are one of the main motors for
economic growth, especially in developing countries like Vietnam. However,
SMEs are usually overlooked in academic research especially on the
topic of competitive advantage of firms. Recently, Customer Relationship
Management (CRM) has become a prominent tool in the business for
building long term competitive advantage. The primary purpose of this
study was to analyze CRM strategies that are currently being implemented
in SMEs and identify determinants of successful CRM implementation
in SMEs. Adopting grounded theory research procedures, this study
investigated the practices of CRM executions in 41 SMEs in Vietnam’s
tourism sector. This study provides novel insights and guidelines for
managers and supports them in choosing and implementing CRM practices
for building long-term competitive advantages in SMEs
economic growth, especially in developing countries like Vietnam. However,
SMEs are usually overlooked in academic research especially on the
topic of competitive advantage of firms. Recently, Customer Relationship
Management (CRM) has become a prominent tool in the business for
building long term competitive advantage. The primary purpose of this
study was to analyze CRM strategies that are currently being implemented
in SMEs and identify determinants of successful CRM implementation
in SMEs. Adopting grounded theory research procedures, this study
investigated the practices of CRM executions in 41 SMEs in Vietnam’s
tourism sector. This study provides novel insights and guidelines for
managers and supports them in choosing and implementing CRM practices
for building long-term competitive advantages in SMEs
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