THE BARRIERS OF USING CUSTOMER RELATIONSHIP MANAGEMENT

Customer relationship management (CRM) can create an advantage and improve company performance on business market. It is the management of company's interactions with customers. Companies that implement and work with CRM will gain the long-term relationship with customers and the loyal customers. However, some barriers of using CRM still exists, especially barriers for small and medium sized enterprises. A lot of marketers argue that many barriers are found during the implementation of this system. The article aims to summarize the barriers of using CRM system in companies from different studies. This data is obtained from top marketing journals. This article provides insights for future research within the area of customer relationship management.