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September 10, 2025

Understanding Adoption of Customer Relationship Management in Small Businesses

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Observational analysis shows e-marketing usage in small businesses is influenced by gender and firm age.

Participants preferred discounts for retaining profitable customers, highlighting effective retention practices.
Female participants favored e-marketing and formal communication more than male counterparts, indicating gender differences.
Newer firms notably adopted e-marketing tools broadly for promotion, suggesting trend adaptations over time.
Adopting customer relationship management improves social bonds with customers by meeting their expectations.

Sharmistha et al. (2025) studied this question.

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