Customer relationship management and its impact on entrepreneurial marketing: a literature review

Abstract

Entrepreneurship is one of the business forces with the greatest power to transform today's society, due to its ability to discover and take advantage of new opportunities to satisfy customer new and changing needs and expectations. Customer relationship management (CRM) has proved to be both a highly influential business management strategy and a powerful business management technology solution, with a particularly relevant impact in the area of entrepreneurship. CRM has helped drive growth and future expectations and has had excellent results in terms of return on investment wherever it has been implemented. An exhaustive review of previously published findings in a specific subject area can uncover new lines of research. This paper uses semi-systematic review to the study of the reality of the link between CRM and entrepreneurial marketing in business. This approach is used to comprehensively describe the state of the art of the impact that CRM can have in the modern business environment, through the empowerment of entrepreneurial marketing. In a structured manner, the present paper reviews the 86 most relevant studies of how CRM affects entrepreneurial marketing policy development through its alignment with relationship marketing and customer-centric business models. The growing use of CRM in companies is one of the pillars of technological and social change in entrepreneurship, being a clear example of how big data can benefit society. The study focuses on the period from 2015 to 2019.

Implementation of Customer Relationship Management (CRM) at Giant Supermarket Pagar Alam Lampung WEB-Based

“…An application for editing code and text which can be operated on all information systems using Python API technology is the meaning of Sublime Text. (Sadeli, 2014) [8]. 3.…”

“…There are several research that focus on customer relationship management such as the impact of customer relation management on entrepreneurial marketing [8], the effect of customer relationship management on customer satisfaction [6], and also one of the strategy's business in company's success [9] that has a major role in increasing productivity [10], environmental business exchanges like product development management [11] and also improved customer loyalty if the information of CRM can make the customer needs and satisfied [7]…”

Does Perceived Media Values Affect Customers' Trust in Media-based Brands?

“…Trust is one of the most critical issues in business management and an integral part of social relationships. Trust is vital today due to the increasing importance of relationship marketing and CRM [51]. Organizations use relationship marketing strategies to build, expand, and sustain bene cial customer interactions.…”

Research on the Adoption Behavior Mechanism of BIM from the Perspective of Owners: An Integrated Model of TPB and TAM

“…In addition, this integrated model served as a customer relationship management (CRM) tool to establish effective channels and methods of owner-centered information management, helping to promote the growth and future development of BIM technology. CRM has proved to be both a highly influential powerful business management technology solution [33]. Based on this, this study takes Theory of Planned Behavior (TPB) as the basic framework of the study and integrates the Technology Acceptance Model (TAM) to construct a conceptual model of the behavior formation mechanism of an owner's adoption of BIM technology.…”