The application of the TOE framework to the adoption of CRM by SMEs in KwaZulu Natal

Abstract

Purpose: Small And Medium Enterprises (SMEs) play an important role in the development of economies despite a plethora of problems that stifle their growth. The study unpacked the application of the Technological, Organisational, Environmental (TOE) framework as a guide for the adoption of CRM strategies.

Design/methodology/approach: A quantitative research method was used to evaluate these factors. The adoption of Customer Relationship Management (CRM) is one of the solutions that can help SMEs to endure and overcome economic hardships.

Findings: The benefits  that can be derived from CRM are too compelling to pass up the opportunity and indeed, the future prosperity of SMEs may lie in CRM adoption.

Research limitations/implications: Even though technological, environmental, organisational factors are paramount,  education, stood out as the major driver of adoption.

Practical implications: This study therefore concludes that the TOE framework needs to be extended by education and contextualised to the geo-political and social settings of the SMEs under investigation.

Originality/value: This paper is original

Paper type: a Research Paper