Customer relationship management strategies in small and medium enterprises: a study in tourism industry in Vietnam / Vu Minh Ngo, Hieu Minh Vu and Mai Hong Nguyen

Vu, Minh Ngo and Hieu, Minh Vu and Mai, Hong Nguyen (2020) Customer relationship management strategies in small and medium enterprises: a study in tourism industry in Vietnam / Vu Minh Ngo, Hieu Minh Vu and Mai Hong Nguyen. Management & Accounting Review (MAR), 19 (2): 2. pp. 19-36. ISSN 2550-1895

Official URL: https://mar.uitm.edu.my/

Abstract

Small and Medium Enterprises (SMEs) are one of the main motors for economic growth, especially in developing countries like Vietnam. However, SMEs are usually overlooked in academic research especially on the topic of competitive advantage of firms. Recently, Customer Relationship Management (CRM) has become a prominent tool in the business for building long term competitive advantage. The primary purpose of this study was to analyze CRM strategies that are currently being implemented in SMEs and identify determinants of successful CRM implementation in SMEs. Adopting grounded theory research procedures, this study investigated the practices of CRM executions in 41 SMEs in Vietnam’s tourism sector. This study provides novel insights and guidelines for managers and supports them in choosing and implementing CRM practices for building long-term competitive advantages in SMEs.

Metadata

Item Type: Article
Creators:
Creators
Email / ID Num.
Vu, Minh Ngo
UNSPECIFIED
Hieu, Minh Vu
UNSPECIFIED
Mai, Hong Nguyen
UNSPECIFIED
Subjects: H Social Sciences > HD Industries. Land use. Labor > Industry > Small and medium-sized business. History
H Social Sciences > HD Industries. Land use. Labor > Management. Industrial Management > New business enterprises
H Social Sciences > HD Industries. Land use. Labor > Business analysts
Divisions: Universiti Teknologi MARA, Shah Alam > Accounting Research Institute (ARI)
Journal or Publication Title: Management & Accounting Review (MAR)
UiTM Journal Collections: UiTM Journal > Management & Accounting Review (MAR)
ISSN: 2550-1895
Volume: 19
Number: 2
Page Range: pp. 19-36
Keywords: Customer relationship management (CRM), CRM Strategy, Small and medium enterprises (SMEs)
Date: August 2020
URI: https://ir.uitm.edu.my/id/eprint/42227
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