Gestion de Relation Client et performance des PME

Laure Ambroise () and Isabelle Prim-Allaz ()
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Laure Ambroise: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne
Isabelle Prim-Allaz: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne

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Abstract: This study aims to describe how SMEs transform their strategic orientation into a CRM approach. It also attempts to assess the impact of CRM implementation on performance. A large-scale survey was conducted with 439 SMEs' CEOs in order to outline the significance of the results. A cluster analysis allows establishing 5 groups of SME according to their CRM strategy. Findings confirm that the temporal perspective of the SMEs managers' and their market orientation have a significant impact on their relational strategy and CRM tools implemented. Globally, results demonstrate that there is a positive impact on financial performance only on a mid-term basis. For all that, results demonstrate contrasted effects according to the SME clusters.

Keywords: CRM; market orientation; relational orientation; SME; customer relationship management; GRC; stratégie de marché; orientation relationnelle; PME; performance; gestion de la relation client (search for similar items in EconPapers)
Date: 2015
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Published in Décisions Marketing, 2015, 77, pp.13-30

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01646514

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