INFLUENCE OF THE CHARACTERISTICS OF SMALL AND MEDIUM FAMILY BUSINESSES ON CRM IMPLEMENTATION: A CASE STUDY.

This article discusses the influence of family-owned small and medium-sized enterprises (SMEs) on the adoption and implementation of customer relationship management (CRM) strategies. The study explores the specific characteristics of family SMEs that can impact CRM practices, such as participatory management style and proximity to customers. While some characteristics can be assets for CRM implementation, others like favoritism towards family members in recruitment can hinder success. The research provides insights into the relationship between family SME characteristics and CRM strategies, offering a conceptual framework for understanding this influence. [Extracted from the article]