Dancing with the stars: e-CRM and SMEs in developing countries

Customer relationship management (CRM) with its current use of technology often termed electronic CRM (eCRM) is widely recognized as inevitable in modern business. However, little or no research has been carried out on eCRM in developing countries where small to medium enterprises (SMEs) abound and are the mainstay of such economies. This paper takes this challenge up by performing a thorough literature review, using Nigeria as a case study and developing a framework for a successful eCRM. (even when the “e” is dropped, modern CRM incorporates information technology) This framework was operationalised into a questionnaire and tested by survey and statistical analysis using chi-square and Cramer's V models. The results and their implications to developers, vendors and other interested parties are discussed.