Gestion de la relation client et internet. Les impératifs stratégiques pour la mise en place d’un projet e-GRC par les PME

Abstract

Strategic imperatives of the implementation by SMEs of a successful e-CRM project Electronic Customer Relationship Management (e-CRM) in the small and medium sized enterprises received these last years a particular attention in the business environment. However, it's surprising to see that the failure percentage of these initiatives is still relatively high. Also, few studies have examined the key success factors of e-CRM adoption in these companies. To fill this gap, this research treats the strategic determinants of successful e-CRM implementation.