Exploring the Role of CRM in MSMEs

DOI

10.2991/978-94-6463-234-7_80How to use a DOI?

Keywords

CRM; Customer Relationship Management; Indonesia; MSMEs

Abstract

This study aims to describe the role of CRM in MSMEs in Indonesia. This research is a qualitative descriptive study involving 20 MSMEs as participants. This study used interviews, observations, and documentation as data instruments. The data was analyzed through the triangulation technique and based on [5] 5 Roles of CRM. The results of this study indicate that CRM is proven to play a role in helping MSMEs which are currently transforming in the Marketing 5.0 era, through five functions, including; 1) Information sharing, 2) Decision makers, 3) Strategic makers, 4) Interaction booster, and 5) Response booster. This may imply that Indonesia’s MSMEs have an ability to integrate the process, technology, and consumer to compete and maintain internal and external relations in the new era of marketing.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Vanessa Gaffar
AU  - Tika Koeswandi
AU  - Annisa Ciptagustia
PY  - 2023
DA  - 2023/09/29
TI  - Exploring the Role of CRM in MSMEs
BT  - Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
PB  - Atlantis Press
SP  - 763
EP  - 768
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-234-7_80
DO  - 10.2991/978-94-6463-234-7_80
ID  - Gaffar2023
ER  -