MOVING TOWARD E-BUSINESS: CUSTOMER RELATIONSHIP MANAGEMENT ALIGNMENT IN MALAYSIAN SMALL BUSINESS

Year 2014, Volume: 6 Issue: 2, 1 - 10, 01.12.2014

Norshidah Mohamed Murni Mahmud Abdul Rahman Ahlan Ramlah Hussein Nor Shahriza Abdul Karim Umar Aditiawarman

Abstract

The study proposes a research model on customer relationship management
(CRM) alignment and investigates the impact of alignment on performance. A
total of 300 survey questionnaires were distributed to business owners of small
and medium enterprises in Malaysia; 226 were used for analysis. From
researchers’ perspective, the research has contributed to new theoretical
knowledge on CRM alignment as evident through the development of a new
research instrument and research model that explains organizational performance.
From practical perspective, the research has clarified the components of CRM
alignment and impact of CRM alignment. Implications of research are discussed
herein.

Keywords

Business strategy , customer relationship management , strategic alignment , information systems strategy , Balanced Scorecard

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