Akademik Veri Yönetim Sistemi
Journal of International Trade, Logistics and Law, cilt.11, sa.1, ss.25-47, 2025 (Hakemli Dergi)
The purpose of this
research is to analyze and explain the impact of CRM practices on
organizational performance in Small and Medium Enterprises in the Food
Manufacturing Industry. This
conceptual review focuses on the literature evidence showing positive or
negative correlations between organizational performance and context factors
chosen in the CRM strategy and implementation model. The proposed model
integrates elements that have already been integrated into the literature
review on CRM model and implementation as there was also a need to choose
elements carefully to adapt and recreate CRM strategy and implementation model
for this research paper.
Organizational performance of the CRM strategy and implementation model was used to support and argue with the literature review on key elements, such as Business Development, Customer Retention, Customer Acquisition Strategies, and Concerning also with techniques, systems, and technologies building loyalty and ways of attracting new consumers despite of those already there. This paper offers the SMEs of the food manufacturing industry clear guidelines for how the CRM strategy and implementation model by using the Evolution of CRM readiness, CRM project management strategy, Strategy development process, Value creation process, Multi-channel integration process, Performance assessment process, CRM change management strategy, Data repository (warehouse), Employee Engagement process can impact and be used to facilitate and improve organizational performance and result in positive outcomes that will help SME of food manufacturing industry achieve a competitive advantage.