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 their e-CRM adoption.
Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
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
Place, publisher, year, edition, pages
2012. , 68 p.
e-CRM, growth orientation, micro sized companies, retailers
IdentifiersURN: urn:nbn:se:lnu:diva-19936OAI: oai:DiVA.org:lnu-19936DiVA: diva2:533587
Subject / course
Business Administration - Marketing
Business Administration and Economics Programme, 240 credits
UppsokSocial and Behavioural Science, Law
Zineldin, Mosad, Professor