Purpose – Relationship marketing principles have seldom been applied to the small‐ and medium‐sized enterprise (SME). The purpose of this paper is to develop what is a striking link by investigating the role of internet technologies in the customer relationship management of SMEs based in...

Purpose – Relationship marketing principles have seldom been applied to the small‐ and medium‐sized enterprise (SME). The purpose of this paper is to develop what is a striking link by presenting empirical evidence on the role of internet technologies in the customer relationship...