Knowledge management as a strategy of customer relationship management: A study of tourism industry in Vietnam

2018 ◽  
Vol 4 (10) ◽  
pp. 13-22
Author(s):  
Vu Minh Ngo
Keyword(s):  
Knowledge Management ◽  
Customer Relationship Management ◽  
Dynamic Capabilities ◽  
Management Practices ◽  
Small And Medium Enterprises ◽  
Relationship Management ◽  
Tourism Industry ◽  
Customer Relationship ◽  
And Performance ◽  
Medium Enterprises

This study focuses on understanding the application of knowledge management practices as strategies of customer relationship management by managers in hospitality industry in Vietnam. Thirty in-depth interviews with managers and executives who are involved in tourism-related activities in small and medium enterprises (SMEs) in tourism industry in different destinations in Vietnam facilitated the analysis. The analysis was carried out in the light of grounded theory. The analysis indicated that the use of customer relationship management (CRM) strategies in SMEs in tourism industry is at a moderate level. Yet, the performance of personalities who are involved in CRM activities in their jobs is intervened by knowledge management and dynamic capabilities. Precisely, while knowledge management mediates, dynamic capabilities moderate the relationship between CRM and performance of SMEs in tourism industry in Vietnam. Keywords: Customer relationship management, knowledge management, dynamic capabilities, SMEs, Vietnam.

scholarly journals Can Customer Relationship Management Create Customer Agility and Superior Firms’ Performance?

2021 ◽  
Vol 22 (1) ◽  
pp. 175-193
Author(s):  
Vu Minh Ngo ◽  
Hieu Minh Vu
Keyword(s):  
Financial Performance ◽  
Customer Relationship Management ◽  
Structural Equation ◽  
Small And Medium Enterprises ◽  
Relationship Management ◽  
Tourism Industry ◽  
Partial Least Square ◽  
Least Square ◽  
Customer Relationship ◽  
Equation Modeling

The growing importance of Customer relationship management (CRM) and agility in any business are universally accepted and extensively investigated in different disciplines. However, lacking empirical evidence for the suggested theoretical framework of agility and their interrelationships with CRM and superior’s financial performance hinders its application in the practices. Thus, this study attempted to address this issue by drawing on the Resource-Advantage theory of sustainable competitive advantages to examine a mechanism through which CRM implementation can generate sustainable competitive and achieve superior financial performance using the Vietnamese tourism industry context. The framework was tested on data collected from 231 Small and Medium Enterprises (SMEs) using Partial Least Square Structural Equation Modeling (PLS-SEM). Findings suggested that different types of CRM processes do not equally influence customer agility, and not all attributes of customer agility exert positive impacts on firms’ performance as well. Also, CRM performance measurement systems were found to moderate these effects positively and substantially. Several practical implications were also derived from the research findings.

scholarly journals Customer Relationship Management and Micro, Small and Medium Enterprises (MSMEs) Growth in South West, Nigeria

2018 ◽  
Vol 5 (5) ◽  
pp. 48
Author(s):  
Oladejo Dauda Adewole
Keyword(s):  
Customer Relationship Management ◽  
Significant Relationship ◽  
Small And Medium Enterprises ◽  
Relationship Management ◽  
Customer Retention ◽  
Customer Relationship ◽  
Market Development ◽  
Customer Care ◽  
Medium Enterprises ◽  
Revenue Product

This study examines the basic components of Customer Relationship Management and its influence on the growth of Micro, Small and Medium Enterprises (SMEs) in South-West Nigeria.  The data obtained were analysed using appropriate descriptive and inferential statistics.  The results of the study show a statistically significant relationship between customer care strategies and customer retention, public image maintenance and customer care (r = 0.430, p < 0.05), (r = -0.438, p < 0.05) respectively. The analysis also revealed a significant relationship between human resource factor and business revenue, product development as well as product market development (r = 0.209, p < 0.05), (r = 0.259, p < 0.05), (r = 0.472, p < 0.05) respectively.   The analysis further showed a statistically significant relationship between analytics and business revenue, product development, and customer retention (r = 0.416, p < 0.05); (r = 0.313, p < 0.05), and (r=0.291) p=0.003) respectively.  It was also found out that there was a statistically significant relationship between business reporting and employee satisfaction, customer retention, product market development and business revenue. There was also a significant relationship between marketing and business revenue (r = 0.214, p< 0.05).  The study concludes that the components of Customer Relationship Management examined as an omnibus concept had influence on the growth of MSMEs in the study area (R square =0.375, Adjusted R square = 0.334, p<0.001).

scholarly journals Electronic Customer Relationship Management (E-CRM) Modeling on Micro, Small & Medium Enterprises (MSMEs) Banten

2019 ◽  
Author(s):  
Vidila Rosalina ◽  
mulyanah ◽  
Abdul Malik
Keyword(s):  
Information Technology ◽  
Customer Relationship Management ◽  
Small And Medium Enterprises ◽  
Relationship Management ◽  
Customer Relationship ◽  
Local Approach ◽  
Technology System ◽  
Comprehensive Picture ◽  
Modern Business ◽  
Medium Enterprises

Micro Small and Medium Enterprises (MSMEs) Banten region are still largely managed by conventional methods, the touch of information technology has not been optimal. One of the modern business approaches is to pay attention to customer factors, not just before the transaction, but also after the transaction which is no less important. The Information Technology system used to manage customers with the purpose of increasing customer retention is called Customer Relationship Management (CRM). The existing CRM software is more oriented to large established companies, so it will cause some discrepancies when those are applied in MSMEs. This research tried to develop E-CRM software based on business needs of MSMEs in Banten by using local approach in order to facilitate user in its usage. The features in E-CRM will help MSMEs in implementing customer relationship management so as to enhance their competitiveness with other companies in maintaining the business they run and as a means of acquiring a wider new market. The approach used was using the model of 'localization' through the observations made on MSMEs business incorporated in the Association of Micro Small and Medium Entrepreneurs Indonesia (HIPMIKINDO) of Banten region. Identification and analysis of system requirements using the Zachman Framework was done in order to obtain a complete and comprehensive picture. The results of this research are expected to provide an overview of the characteristics of E-CRM modeling on MSMEs in Banten region.

scholarly journals Customer Relationship Management and Small and Medium Enterprises Performance: Pragmatic Evidence from Oyo State, Nigeria

2019 ◽  
pp. 1-9
Author(s):  
Aremu Atinuke Bukola ◽  
Adeniran Grace Abosede ◽  
M. A. Adesola
Keyword(s):  
Customer Relationship Management ◽  
Customer Orientation ◽  
Small And Medium Enterprises ◽  
Relationship Management ◽  
Study Data ◽  
Least Square ◽  
Customer Relationship ◽  
Competitive Environment ◽  
Business World ◽  
Medium Enterprises

Introduction: Customer Relationship Management (CRM) has been noted for survival strategy for business organizations especially in today's customer-oriented business world and intensely competitive environment. Aim: This study sought to examine the influence of CRM on the performance of SMEs in Oyo State, Nigeria. Study Design: Purposive sample technique was adopted to select 20 SME operators each from Ibadan, Oyo Town, Iseyin, Ogbomoso, and Saki, respectively totaling 100 participants as a sample size for the study. The data collection instruments for the study were structured questionnaires designed for the study. Data analysis was performed with the aid of mean, standard deviation, Pearson Product Moment Correlation Co-efficient (PPMCC) and Ordinary Least Square (OLS) method of estimation. Results: The results revealed that CRM measured by customer orientation, service quality and personalized of services have a significant influence on SMEs’ performance. In conclusion, customer relationship management is an alternative paradigm to the survival of SMEs in today’s cut-throat competitive environment. Conclusion: Based on the findings, the study recommended that SME operators should always treat their customers like Kings and Queens and their opinion should be sought before making a decision that is binding on them. Also, SME operators should be designed with a feasible customer relationship strategy that can identify potential and profitable customers to enable tailoring products and services to their needs.

scholarly journals The Comparison of Customer Relationship Management (Crm) in Czech Small and Medium Enterprises According to Selected Characteristics in the Years 2015, 2010 and 2005

2017 ◽  
Vol 65 (5) ◽  
pp. 1767-1777 ◽  
Author(s):  
Halina Starzyczná ◽  
Pavlína Pellešová ◽  
Michal Stoklasa
Keyword(s):  
Customer Relationship Management ◽  
Small And Medium Enterprises ◽  
Relationship Management ◽  
Customer Relationship ◽  
Customer Contact ◽  
Starting Point ◽  
Definition Of ◽  
Medium Enterprises ◽  
Relationship Of ◽  
The Relationship

The aim of the article is to present the results of the research in 2005 and 2015, respectively 2010, in the field of Customer Relationship Management (CRM). The subject of the research is CRM knowledge, CRM definition preference, customer contact level, and CRM results. The object of the research are the SMEs in the Moravian‑Silesian Region. A method of comparison of selected characteristics was used. Starting point is a brief theoretical discussion based on selected studies, including a brief genesis of research. Recent primary research using questionnaire survey addressed 736 respondents. Comparing the results of the research confirmed the growth of CRM skills between 2010 and 2015. In 2015, the first place in the preferences of the definition of CRM won the option A, meaning the creation of lasting relationships with customers, which delivers long‑term value to both parties to the relationship. The share of respondents who voted for it, was higher than in 2005. To compare the level of contact with customers, 4 ways of contacting them were selected. Adverse developments showed up for the customer records, higher was its randomness, which was not expected. More sophisticated ways of contacting customers confirmed a positive change, though not very significant. The most important result in 2005 and 2015 was the increase in the number of loyal customers, which contributes to the growth of profitability. In the end of the article, hypothesis about the relationship of the size of SMEs and CRM knowledge is confirmed by using logistic regression, and premises are verified about the comparison of results in various years. It turns out that the CRM can be beneficial for SMEs, so it should be implemented in its management system.

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