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Gurbuz, Ahmet Volkan (2024) The Role of Cloud-Based CRM Systems in Enhancing SMEs' Financial Management Capacities by Efficiently Collecting, Analyzing, and Utilizing Customer Data. Masters thesis, Dublin, National College of Ireland.
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Abstract
This research has found that small and medium-sized enterprises (SMEs) face and struggle to manage many handicap in optimizing business processes, managing customer relationships, managing competitive advantage and ensuring sustainability and continuity. Being small and medium businesses, their resources are limited and these businesses have to use the resources they have in the most efficient way, however, they have difficulty in accessing technologies that can use their cost-effectiveness in the most optimized way. This situation makes it difficult for SMEs to compete in market conditions. The main purpose of this research is to examine the impact of customer relationship management systems and artificial intelligence-supported programs on SMEs, especially on the continuity of a SME.
In particular, the impact of CRM technologies on business processes, how they can improve what is discussed, how costs can be reduced and their effects, the impact on sales and customer satisfaction and loyalty are discussed. The study conducted in this context, a survey was presented to 50 people in Dublin. These people are intended to be selected in sales positions or people with CRM experience.
The quantitative research method was used through the questionnaire study and was also supported by qualitative data when necessary. The quantitative data collected were analyzed using IBM SPSS software and various analyses were aimed to examine the meaning of the data in depth. These analyses are descriptive statistics, regression analysis, correlation analysis and log linear analysis. Based on the findings obtained in this way, it was observed to what extent cloud-based CRM systems affect the operational efficiency and overall strategic decision-making processes in SMEs.
| Item Type: | Thesis (Masters) |
|---|---|
| Supervisors: | Name Email Del Rosal, Victor UNSPECIFIED |
| Uncontrolled Keywords: | Customer Relationship Management; CRM Tools; Customer Satisfaction; Sales Impact; Operational Efficiency |
| Subjects: | H Social Sciences > HG Finance T Technology > T Technology (General) > Information Technology > Cloud computing H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HD Industries. Land use. Labor > Small Business Sector |
| Divisions: | School of Business > Master of Science in Entrepreneurship |
| Depositing User: | Ciara O'Brien |
| Date Deposited: | 01 Aug 2025 08:58 |
| Last Modified: | 01 Aug 2025 08:58 |
| URI: | https://norma.ncirl.ie/id/eprint/8396 |
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