CRM Impact On SMEs Performance In Malaysian Food Manufacturing Industry

Customer relationship management (CRM) has been successfully implemented in the service industry as well as in large organizations. However, the application of CRM in Small and Medium Enterprises (SMEs) are still arguable. This study aims is to investigate the potential of CRM practices in enhancing...

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Main Author:	Mohamad, Siti Hajar
Format:	Thesis
Language:	English English
Published:	2015
Subjects:	H Social Sciences (General) HF Commerce
Online Access:	http://eprints.utem.edu.my/id/eprint/16770/1/CRM%20Impact%20On%20SMEs%20Performance%20In%20Malaysian%20Food%20Manufacturing%20Industry.pdf http://eprints.utem.edu.my/id/eprint/16770/2/CRM%20impact%20on%20SMEs%20performance%20in%20Malaysian%20food%20manufacturing%20industry.pdf
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id	my-utem-ep.16770
record_format	uketd_dc
institution	Universiti Teknikal Malaysia Melaka
collection	UTeM Repository
language	English English
advisor	Othman, Norfaridatul Akmaliah
topic	H Social Sciences (General) HF Commerce
spellingShingle	H Social Sciences (General) HF Commerce Mohamad, Siti Hajar CRM Impact On SMEs Performance In Malaysian Food Manufacturing Industry
description	Customer relationship management (CRM) has been successfully implemented in the service industry as well as in large organizations. However, the application of CRM in Small and Medium Enterprises (SMEs) are still arguable. This study aims is to investigate the potential of CRM practices in enhancing the performance of SMEs. This study will focus on the management aspects of CRM. The quantitative approach was used to collect data from Malaysian food manufacturers and 2,805 companies have been targeted. There were 453 surveys were returned and 364 surveys used for Structural Equation Modelling analysis. The results indicated that technological CRM resources are not significant with the market orientation and marketing performance. Meanwhile, other constructs namely infrastructural CRM resources, key customer focus and relationship marketing are significant. The results illustrated that market orientation mediated the relationship between infrastructural CRM resources, relationship marketing and market turbulence with marketing performance. In addition market turbulence is a significant moderator toward market orientation and marketing performance, however it is not a significant moderator for market orientation and financial performance. As a result, this test proved the greater support of market performance rather than financial performance. Therefore, this study establishes the latest CRM model that has included infrastructural CRM resources and relationship marketing that is relevant for SMEs in improving their marketing performance. In a managerial point of view, this study provides a valid and applicable solution for small firms to enable companies to adopt and implement CRM in their organization. Subsequently, practical contribution shows that companies implementing CRM will have better performance in term of infrastructural CRM resources, relationship marketing and market orientation. Finally, the CRM model developed as a result of this study is easily adapted to other industries such as the textile industries, herbal industries and craft industries. Further research may be conducted to enhance the CRM model on SMEs in other countries.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Mohamad, Siti Hajar
author_facet	Mohamad, Siti Hajar
author_sort	Mohamad, Siti Hajar
title	CRM Impact On SMEs Performance In Malaysian Food Manufacturing Industry
title_short	CRM Impact On SMEs Performance In Malaysian Food Manufacturing Industry
title_full	CRM Impact On SMEs Performance In Malaysian Food Manufacturing Industry
title_fullStr	CRM Impact On SMEs Performance In Malaysian Food Manufacturing Industry
title_full_unstemmed	CRM Impact On SMEs Performance In Malaysian Food Manufacturing Industry
title_sort	crm impact on smes performance in malaysian food manufacturing industry
granting_institution	Universiti Teknikal Malaysia Melaka.
granting_department	Faculty Of Technology Management And Technopreneurship.
publishDate	2015
url	http://eprints.utem.edu.my/id/eprint/16770/1/CRM%20Impact%20On%20SMEs%20Performance%20In%20Malaysian%20Food%20Manufacturing%20Industry.pdf http://eprints.utem.edu.my/id/eprint/16770/2/CRM%20impact%20on%20SMEs%20performance%20in%20Malaysian%20food%20manufacturing%20industry.pdf
_version_	1747833891877552128
spelling	my-utem-ep.167702022-09-08T12:20:59Z CRM Impact On SMEs Performance In Malaysian Food Manufacturing Industry 2015 Mohamad, Siti Hajar H Social Sciences (General) HF Commerce Customer relationship management (CRM) has been successfully implemented in the service industry as well as in large organizations. However, the application of CRM in Small and Medium Enterprises (SMEs) are still arguable. This study aims is to investigate the potential of CRM practices in enhancing the performance of SMEs. This study will focus on the management aspects of CRM. The quantitative approach was used to collect data from Malaysian food manufacturers and 2,805 companies have been targeted. There were 453 surveys were returned and 364 surveys used for Structural Equation Modelling analysis. The results indicated that technological CRM resources are not significant with the market orientation and marketing performance. Meanwhile, other constructs namely infrastructural CRM resources, key customer focus and relationship marketing are significant. The results illustrated that market orientation mediated the relationship between infrastructural CRM resources, relationship marketing and market turbulence with marketing performance. In addition market turbulence is a significant moderator toward market orientation and marketing performance, however it is not a significant moderator for market orientation and financial performance. As a result, this test proved the greater support of market performance rather than financial performance. Therefore, this study establishes the latest CRM model that has included infrastructural CRM resources and relationship marketing that is relevant for SMEs in improving their marketing performance. In a managerial point of view, this study provides a valid and applicable solution for small firms to enable companies to adopt and implement CRM in their organization. Subsequently, practical contribution shows that companies implementing CRM will have better performance in term of infrastructural CRM resources, relationship marketing and market orientation. Finally, the CRM model developed as a result of this study is easily adapted to other industries such as the textile industries, herbal industries and craft industries. Further research may be conducted to enhance the CRM model on SMEs in other countries. 2015 Thesis http://eprints.utem.edu.my/id/eprint/16770/ http://eprints.utem.edu.my/id/eprint/16770/1/CRM%20Impact%20On%20SMEs%20Performance%20In%20Malaysian%20Food%20Manufacturing%20Industry.pdf text en public http://eprints.utem.edu.my/id/eprint/16770/2/CRM%20impact%20on%20SMEs%20performance%20in%20Malaysian%20food%20manufacturing%20industry.pdf text en validuser https://plh.utem.edu.my/cgi-bin/koha/opac-detail.pl?biblionumber=96197 phd doctoral Universiti Teknikal Malaysia Melaka. Faculty Of Technology Management And Technopreneurship. 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