Customer relationship management (CRM) technology provides a strategic opportunity to better understand customers. Virtually unexplored is research targeting CRM adoption by small businesses. This exploratory study investigates the factors that influence the adoption of CRM technology by small entrepreneurial retail firms. A key premise is that `entrepreneurial' retail store owners can be differentiated from `owner-managers' through their adoption of CRM. A preliminary model is developed and tested through a sample of 386 small hardware retailers responding to a mail questionnaire. The findings show that CRM adopters had higher product class knowledge, a greater risk orientation, saw a stronger relative advantage, perceived higher environmental complexity and hostility, and had a more open business change orientation.
Entendement des antecedents de l'adoption de la technologie CRM de la part des détaillants Entrepreneurs vs Propriétaires exploitants James W. Peltier Université de Wisconsin-Whitewater, USA John A. Schibrowsky Université de Nevada-Las Vegas, USA Yushan Zhao Université de Wisconsin-Whitewater, USA La technologie CRM (gestion des relations-clients) est une opportunité stratégique de mieux comprendre le client. L'étude axée sur l'adoption de la technologie CRM par les petites entreprises n'a pratiquement pas encore été explorée. La présente étude préliminaire examine les facteurs qui influent sur l'adoption de la technologie CRM par les petites entreprises de détail entrepreneuriales. Une prémisse clé statue qu'il est possible de différencier les propriétaires de commerce de détail "entrepreneuriaux" des "propriétaires exploitants" par l'adoption de la CRM de leur part. On crée et éprouve un modèle préliminaire en s'appuyant sur un échantillon de 386 petits détaillants quincaillers ayant répondu à un questionnaire qui leur a été posté. Les résultats obtenus ont permis de constater que les détaillants ayant adopté la technologie CRM avaient une meilleure connaissance de la classe des produits commercialisables, faisaient montre d'une attitude davantage orientée vers les risques, voyaient un plus grand nombre d'avantages relatifs, percevaient mieux la complexité et l'hostilité environnementales et affichaient une attitude plus ouverte envers les changements commerciaux.
Comprensión de los antecedentes de la adopción de la tecnología CRM por los minoristas Emprendedores contra directores propietarios James W. Peltier Universidad de Wisconsin- Whitewater, EUA John A. Schibrowsky Universidad de Nevada-Las Vegas, EUA Yushan Zhao Universidad de Wisconsin- Whitewater, EUA La tecnología de gestión de relaciones con los clientes o CRM (Customer Relationship Mangement) ofrece una oportunidad estratégica para entender mejor a los clientes. Aún no se ha explorado a fondo la investigación centrada en la adopción de la tecnología CRM por las pequeñas empresas. Este estudio preliminar investiga los factores que influyen en la adopción de la tecnología CRM por las pequeñas empresas minoristas. Una premisa clave establece que es posible distinguir los comerciantes minoristas 'emprendedores' de los 'directores propietarios' por su adopción de la CRM. Se desarrolla un modelo preliminar y se prueba a través de una muestra de 386 ferreteros minoristas encuestados por correo. Los resultados demostraron que los adoptantes de la CRM tenían mejores conocimientos de la clase de producto, mayor orientación al riesgo, veían más ventajas relativas, percibían más complejidad y hostilidad ambientales y tenían una actitud más abierta hacia el cambio en los negocios.
Erkenntnisse über die vorangehenden Bedingungen für den Einsatz von CRM-Technologie durch kleine Einzelhändler Unternehmer im Vergleich mit tätigen Geschäftsinhabern James W. Peltier Universität Wisconsin-Whitewater, USA John A. Schibrowsky Universität Nevada-Las Vegas, USA Yushan Zhao Universität Wisconsin-Whitewater, USA CRM-Technologie bietet eine strategische Gelegenheit zum besseren Verständnis der Kunden. Fast komplett unerforscht sind Untersuchungen, die sich mit dem Einsatz von CRM (Kundenbindungsmanagement) durch kleine Unternehmen beschäftigen. Diese forschende Studie untersucht die Faktoren, die den Einsatz von CRM-Technologie durch kleine Einzelhandelsunternehmen beeinflussen. Eine Hauptvoraussetzung ist, dass ,unternehmerische' Ladengeschäftbesitzer sich von , tätigen Geschäftsinhabern' durch den Einsatz von CRM differenzieren lassen. Ein vorläufiges Modell wird anhand von Umfrageergebnissen aus einem E-Mail-Fragebogen, der an 386 kleine Warenhändler gesendet wurde, entwickelt und getestet. Die Ergebnisse zeigen, dass jene, die CRM eingesetzt haben, ein größeres Wissen über die Produktklassen und eine größere Risikoorientierung aufzeigten, einen größeren relativen Vorteil darin sahen, eine größere umfeldbedingte Komplexität und Feindseligkeit wahrnahmen, und eine offenere Orientierung bezüglich betrieblicher Veränderungen aufwiesen.
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