THE IMPACT OF CUSTOMER RELATIONSHIP MANAGEMENT ON SMALL AND MEDIUM ENTERPRISES PERFORMANCE

The customer relationship management (CRM) is getting more and more a key strategy for large and small companies. In particular, small and medium enterprise (SMEs) have to implement CRM practices into their business operations in order to strategize on establishing high performance and valueadded technical and innovative capabilities, and competitive advantages over rivals. The aim of this research is to examine the motives for which Malaysia’s SMEs adapt the elements of CRM practices with particular reference to whether this has impact on organizational performance. This research proposed a conceptual model for SMEs organizations to highlight the importance of practicing customer relationship. The model then enables several empirically testable propositions that are relevant to develop a survey instrument for this study