Customer Relationship Management in Small Business: State of the Art and New Perspectives

The aim of this paper is an in-depth analysis of Customer Relationship Management (CRM) and Electronic Customer Relationship Management (eCRM) systems among SMEs. The literature review shows that SMEs undervalue the relevance of CRM and eCRM tools as relational resources and that CRM and eCRM architectures are often only planned for large firms. The results and implications of these findings are twofold. For academics, potential new fields of CRM and eCRM research are explained, and for practitioners, new perspectives on CRM and eCRM applications are hypothesized.