The influence of e-CRM capability and co-information sharing activity on product competitiveness and marketing performance of small and medium-sized enterprises

Abstract

The purpose of this study is to test the influence of electronics customer relationship management (e-CRM) and co-information sharing on product competitiveness and small and medium-sized enterprises (SMEs) performance marketing in Indonesia. The samples in this research were 350 respondents as the owners or managers of SMEs in Indonesia. The analysis in this study was structural equation modelling (SME). Amos 21 version was used in processing the data. In this research, e-CRM is one of the important stimulating factors for increasing co-information sharing activity. The increase of co-information sharing activity will influence the increase of product competitiveness and SMEs marketing performance. One of the contributions of this research is that the companies’ ability to relate to their customers by e-CRM will influence the intensity and the quality of co-information sharing activity. The managerial contribution in this research is that choosing appropriate media can make the interaction easier between the SMEs and the customers.