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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.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2012 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

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.
Keyword [en]
e-CRM, growth orientation, micro sized companies, retailers
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-19936OAI: oai:DiVA.org:lnu-19936DiVA: diva2:533587
Subject / course
Business Administration - Marketing
Educational program
Business Administration and Economics Programme, 240 credits
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-06-14 Created: 2012-06-14 Last updated: 2012-06-14Bibliographically approved

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