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All Journal International Journal of Supply Chain Management
Koraichi, Mustapha El
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Decision Sciences, Operations Research & Management Engineering Environmental Science Industrial & Manufacturing Engineering Transportation

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Enhancing Supply Chain Management Performance Through E-CRM Implementation Hail, Chifae El; Koraichi, Mustapha El
International Journal of Supply Chain Management Vol 13, No 4 (2024): International Journal of Supply Chain Management (IJSCM)
Publisher : ExcelingTech

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59160/ijscm.v13i4.6249

Abstract

This paper aims to explore practical ways in which Small and Medium Enterprises (SMEs), considering their limited resources and capabilities, can harness the benefits of E-Customer Relationship Management (E-CRM) to optimize and improve their Supply Chain Management (SCM) performance. An in- depth case study within a family SME demonstrates how E-CRM contributes to improving key elements of supply chain performance, including demand forecasting, inventory management, delivery routes, and returns management. The measured impact on customer satisfaction, delivery punctuality, order processing time, demand forecast accuracy, and inventory costs reaffirms the value of E-CRM in improving overall SCM performance. The contributions of the study include integrating E-CRM and SCM concepts, addressing implementation challenges, and offering valuable guidance for SMEs aiming to improve logistical performance through E-CRM.
Co-Authors Hail, Chifae El