Customer relationship management at the base of the pyramid : myth or reality?

Tendai Chikweche, Richard Fletcher

    Research output: Contribution to journalArticlepeer-review

    15 Citations (Scopus)

    Abstract

    Purpose – The purpose of this paper is to examine the use of customer relationship management (CRM) at the bottom of the pyramid (BOP). Design/methodology/approach – Qualitative interaction research methodology using case studies was used to conduct the research on the application of CRM at the BOP. Findings – The key findings show that at the BOP, CRM is a key strategic tool that can be used by firms and can be facilitated by firms' relationships and connections to consumers' social networks. Research limitations/implications – Replication of the study might be required in other BOP markets, to improve generalizability using larger samples. Practical implications – The study provides managers with insights into the importance of CRM at the BOP and the need for proper planning and management in order for the concept to be effective. Originality/value – This research expands knowledge in the area by extending the research context of the BOP to include Africa, and it proposes a framework that can be used for implementing CRM at the BOP.
    Original languageEnglish
    Pages (from-to)295-309
    Number of pages15
    JournalJournal of Consumer Marketing
    Volume30
    Issue number3
    DOIs
    Publication statusPublished - 2013

    Keywords

    • customer relations
    • management
    • marketing

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