Exploring Social CRM for Development of SMEs in Mauritius

Randhir Roopchund ()
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Randhir Roopchund: Université des Mascareignes, Mauritius

Journal of Enterprising Culture (JEC), 2019, vol. 27, issue 01, 93-109

Abstract: This paper explores different Customer Relationship Management (CRM) solutions that may be adopted by SMEs in Mauritius. The Mauritian government has the ambition of increasing the contribution of SMEs to the overall GDP of Mauritius from 40 to 65% by year 2025. CRM is about building and enhancing relationships so as to increase long term profitability of the company. The aim of the research is to consider different Social CRM strategies that may be adopted by SMEs to achieve the national exports strategy. This research shows that SMEs consider websites and social media marketing more important as compared to other digital tools. In addition, SMEs are careful about some negative aspects of social media marketing such as negative comments and lack of social metrics. However, most SMEs believe that Social CRM is of great importance for being successful. The research ontology that has been adopted is that the use of CRM may be of great use for SMEs to improve their overall marketing capability.

Keywords: CRM solutions; SMEs; digital marketing and marketing (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1142/S0218495819500043

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