Customer Relationship Management (CRM) and the Financial Performance of Small and Medium Enterprises in Dynamic Environment: An Investigation in Vietnamese Tourism Industry

The main objective of this dissertation is to provide a comprehensive framework for Customer Relationship Management (CRM) implementation for Small and Medium Enterprises (SMEs) in order to dramatically and sustainability improve SMEs’ financial performance. For achieving this objective, the dissertation work also attempted to address the two current noticeable CRM-related research gaps. The first one is about the full mechanisms through which CRM can improve firm’s financial performance. The second one concerns about the integration of change-mechanism into CRM for dealing with fast-paced changes in the current dynamic business environment. For developing the framework, theories and frameworks from organizational economics, strategic management and marketing literatures are reconciled to form the unifying framework of sources of performance differentials as the theoretical background. Then, another three rounds of investigations are conducted for defining the successful factors for the successful CRM implementation and testing their impacts to SMEs’ performance. The first qualitative investigation using in-depth interviews with 41 managers in SMEs in Vietnamese tourism industry have provided profound information for defining the unique characteristics for each factor in the proposed framework. Especially, the Customer Agility concept from operational management field is integrated into the framework for the first time in order to provide a brand new and more comprehensive approach toward CRM implementation in SMEs. Then the framework is tested on data collected from a survey of 111 SMEs in tourism industry in Vietnam using Partial Least Square Structural Equation Modeling (PLS-SEM). As the last attempt, the findings from previous two rounds of investigations are reflected and justified in the case study research in two chosen tourism SMEs.

ISBN:	978-80-7454-750-8
EAN:	9788074547508
Počet stran	46 stran
Datum vydání	03. 09. 2018
Pořadí vydání	První
Jazyk	anglický
Vazba	e-kniha - pdf
Autor:	Vu Minh Ngo
Nakladatelství	Univerzita Tomáše Bati ve Zlíně
Tématická skupina	1 - Ekonomika
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