A Quantitative Insight into Digital Marketing and Customer Relationship Management (CRM) for SME Food & Beverage (F&B) Industry in Klang Valley Malaysia

Abstract

Recent businesses struggle to promote their brand due to lack of knowledge and expertise in running effective marketing campaigns and customer relationship management in digital marketing. Customer relationship experience, generational gap, data privacy and security effect on how customers will react to digital marketing. This paper studies the relationship between customer relationship experience in digital marketing and customer relationship management, to examine the relationship between generation gap in digital marketing and customer relationship management and to determine the relationship between customers' perception of data privacy and security in digital marketing and customer relationship management. The study employed a quantitative methodology. Data was collected through a self-administered survey questionnaire. Simple random sampling technique is used and a total of 220 questionnaires were returned out of 132, with a response rate of 60 percent. The target population consists of walk-in customers in four selected local SME F&B businesses in Klang Valley. The findings shows that there is significant positive strong relationship between customer relationship management in digital marketing and generational gap. A moderate positive relationship is found between customer relationship management in digital marketing and customer relationship experience and data privacy and security concerns. This study will benefit the local SME F&B businesses to remain competitive and drive towards a sustainable long-term growth. The local SME F&B businesses will have a clearer picture of customers behaviour and perception by tracking customer purchasing behaviour.