Customer Relationship Management in SMEs: A Literature Review
DOI:
https://doi.org/10.56861/universal.v1i1.42Keywords:
Customer Relationship Management, Small and Medium Enterprises, literature reviewAbstract
This integrative literature review explores the implementation, challenges, and strategic impact of Customer Relationship Management (CRM) in Small and Medium Enterprises (SMEs). Given SMEs' resource constraints and dynamic operational environments, CRM emerges as a critical strategy to enhance customer engagement, loyalty, and overall competitiveness. The study synthesizes findings from various scholarly sources to examine the evolution of CRM practices, particularly the adoption of social CRM, and their alignment with sustainability and innovation goals. Key themes include the role of top management support, alignment of CRM strategies with organizational goals, and the influence of government policies and environmental awareness on CRM integration. The review identifies several gaps in current research, including a limited focus on qualitative and mixed-method studies and insufficient exploration of CRM's integration with environmental and social governance. By highlighting these challenges and offering insights into best practices, the study provides a roadmap for SMEs to leverage CRM for sustainable business growth and resilience.
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