“…SMEs located there are on the economic periphery and their motivation to engage IBTs, and in particular e-CRM, may be accentuated (Gilmore et al, 2007;Ritchie & Brindley, 2005). The sample for this study centred on the broader service sector, where it is noted as being particularly amenable to CRM and e-business initiatives (Eichorn, 2004;Zhang, Sarker, & McCullough, 2008). This sector includes firms Journal of Strategic Marketing 131 delivering professional services, tourism firms, retail firms and manufacturing services among others.…”