The current status of customer relationship management: experience of small businesses in the Jordanian food industry

Q2 Business, Management and Accounting

International Journal of Electronic Customer Relationship Management Pub Date : 2019-03-21 DOI:10.1504/ijecrm.2019.10020083

Ghazi A. Al Weshah

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引用次数: 7

Abstract

This study aims at exploring customer relationship management (CRM) in Jordanian small food companies. More specifically, the study investigates CRM benefits, tools, and evaluation criteria in Jordanian food companies. The study is based on qualitative design; face-to-face and semi-structured interviews are conducted to collect data. The study employs thematic and textual analysis of each interview. Accordingly, the study adopts cross-interview analysis to highlight holistic view of the study themes. The study concludes that CRM is limited to some practices and the concept is relatively new in the sector. Profit maximisation, market share, brand equity, and positive word of mouth are expected benefits of CRM. Phone calls and social media are the common CRM tools in food industry. The study provides executives with insights into CRM practices by creating awareness among customers and managers of food companies to enhance the effectiveness of CRM and confirm benefits and advantages for interested parties.

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客户关系管理的现状:约旦食品行业小企业的经验

本研究旨在探讨约旦小型食品公司的客户关系管理(CRM)。更具体地说，该研究调查了约旦食品公司客户关系管理的好处、工具和评估标准。本研究基于定性设计;通过面对面访谈和半结构化访谈来收集数据。本研究对每次访谈采用主题分析和文本分析。因此，本研究采用交叉访谈分析，以突出研究主题的整体观点。该研究的结论是，客户关系管理仅限于某些实践，这一概念在该领域相对较新。利润最大化、市场份额、品牌资产和积极的口碑是客户关系管理的预期好处。电话和社交媒体是食品行业常见的客户关系管理工具。该研究通过在食品公司的客户和管理人员中建立客户关系管理的意识，以提高客户关系管理的有效性，并确认利益相关方的利益和优势，为高管提供了客户关系管理实践的见解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Electronic Customer Relationship Management Business, Management and Accounting-Business, Management and Accounting (all)

CiteScore

1.30

自引率

0.00%

发文量

期刊介绍： The aim of IJECRM is to provide an international forum and refereed reference in the field of electronic customer relationship management (ECRM). It also addresses the interaction, collaboration, partnership and cooperation between small and medium sized enterprises (SMEs) and larger enterprises in a customer relationship. More innovative analysis and better understanding of the complexity involved in a customer relationship are essential in today''s global businesses. Therefore, manuscripts offering theoretical, conceptual, and practical contributions for ECRM are encouraged. Topics covered include: -Electronic customer relationship management (ECRM) -CRM strategy, marketing, technology and software -Custom marketing and sales management -Customer lifetime value, loyalty, satisfaction, behaviour, databases -Issues for implementing CRM systems/solutions for CRM problems -Tools for capturing customer information, managing/sharing customer data -Partner relationship management, strategic alliances/ partnerships -Business to business market (B2B), business to consumer market (B2C) -Enterprise resource planning (ERP) -Supply chain dynamics and uncertainty, supplier relationship management (SRM) -E-commerce customer relationships on the internet -Supply chain management, channel management, demand chain management -Manufacturing, logistics and information technology/systems -Supplier and distribution networks, international issues -Performance measurement/indicators, research, modelling