Understanding Customer Relationship Management (CRM) Technology Adoption In SMEs: An Empirical Study In The USA

Customer Relationship Management Systems have been employed by large organisations for a number of years, but with the availability of inexpensive hardware and software and easy access to the Internet, Small and Medium-sized Enterprises (SMEs) are now starting to adopt CRM systems. This paper describes a study of the factors influencing CRM adoption in 126 SMEs in the retail, manufacturing and service sectors in Southern California. The factors considered were management characteristics, the firm’s characteristics, employee characteristics, and IT resources. The results indicate that management’s innovativeness affects the firm’s perception of CRM systems, but age, education and gender do not. The decision to implement a CRM system is influenced by management’s perception of CRM, employee involvement, the firm’s size, its perceived market position, but not the industry sector. However, the number and types of CRM features implemented are affected by management’s perception of CRM, employee involvement, the firm’s size, the industry sector, but not its perceived market position.