Implementing CRM In SMEs: An Exploratory Study On The Viability Of Using The ASP Model

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CRM (Customer Relationship Management) has been increasingly recognized as a business strategy to effectively understand, manage and sustain customer relationship with advanced information and communication technologies. Rapid development of CRM applications have seen the trend that more and more SMEs (Small and Medium-sized Enterprises) are seeking to implement CRM in order to survive and compete in the world of e-Business. This paper, therefore, aims to study the viability of using the ASP(Application Service Providers) model for SMEs to implement CRM.