A Comparative Study on the Adoption of Customer Relationship Management (CRM) Technologies by Family and Non-Family Small and Medium Enterprises (SMEs)

This study investigates whether the familial or non-familial nature of Small and Medium Enterprises (SMEs) affects their approach to the adoption and implementation of Customer Relationship Management (CRM). A quantitative study involving 137 Moroccan SMEs reveals that family SMEs show a slightly higher inclination toward CRM tool adoption, though the differences lack statistical significance. Both family and non-family SMEs share common priorities, adopting 3 to 6 CRM tools, reflecting diversified marketing strategies emphasizing marketing campaigns, loyalty programs, integrated information systems, and sales force automation. This study challenges the assumption that business nature significantly influences CRM choices, emphasizing the need for deeper investigations into the motivations behind observed differences. Theoretical and managerial implications suggest that the CRM approach may not inherently excel in one type of business but should be tailored to specific needs. Future research should delve into factors influencing CRM adoption within family SMEs, using qualitative methods for a nuanced understanding.