Gestion de la 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: CRM strategies and SMEs' performance 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 CEOS of 439 SMEs in order to outline the significance of the results. Principal component analyses of mixed data an hie- rarchical cluster analyses identify five homogeneous classes of SMEs according to their CRM strategy. Findings confirm that the temporal perspective of the SME managers and their market orientation have a significant impact on their relational strategy and CRM tools implemented. Overall, the results show a positive impact on financial performance only in the medium term and contrasted effects according to the SME clusters.

Keywords: CRM; market strategy; relational orientation; SME; performance; GRC; stratégie de marché; orientation relationnelle; PME (search for similar items in EconPapers)
Date: 2015-03
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Published in Décisions Marketing, 2015, 77, pp.13-30. ⟨10.7193/DM.077.13.30⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02310633

DOI: 10.7193/DM.077.13.30

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