Abstract:
Purpose: Women in the SME sector play a prominent role in the development of Sri
Lanka; at the same time, they have been facing huge problems and challenges to sustain
in the environment. The purpose of this research is to find out the level and role of e-CRM
application in women-headed SMEs in Sri Lanka.
Design/Methodology/Approach: The researcher applied a quantitative study in this
research; the respondents are the female owners of MSMEs, convenient sampling
techniques were applied to select the respondents, and data were collected from 284
respondents by using structured questionnaires. Data was analyzed by using descriptive
statistics based on the type and nature of the MSMEs.
Findings: The roles of e-CRM were explained by two dimensions customer
communication and customer information management. Under the role of e-CRM,
regarding the integration of communication channels, SMEs moderately accept the
internet communication key to business and internet-based technologies have improved
communication. Regarding the level of e-CRM, SMEs are moderately using the Internet
and more than 60 percent of businesses are initiated by the Internet whereas they failed
to update their website weekly and integrate Internet technology.
Research limitations: SMEs are using e-CRM on an ad-hoc basis and those are
strategically utilizing e-CRM who are reaping significantly greater benefits and fewer
challenges. Research should be conducted to identify the depth roles and level of e-CRM
on the specific nature of SMEs
Implications: this finding reveals that SMEs need to update websites frequently, are
more in complete integration of internet technologies in their firms and have more
concern on e-CRM to develop their business. Owners of small businesses and
manufacturing firms need to realize that Internet communication is key to business.
Small and manufacturing firms need to understand that electronic communication is
proactively used to develop customer relationships.
