The Study Of Small And Micro Enterprises On Customer Relationship Management

In recent years, the final product and service value of China's small and micro enterprises to created is equivalent to 60% of the total of the gross domestic product(GDP),accounting for 50% of the total of the state tax revenue, completed 65% invention patents and more than 80% of new product development, more direct employment to solve 70% problems of urban residents. But the ability of customer relationship management is generally low has seriously hampered China's small miniature enterprise survival and development ability.The author studied the Haikou EaseNet Information Technology Company.With analysing the reasons which old staff turnover, customer satisfaction decreased, linear customer loyalty customer down old, serious loss of customers, new customer development inertia dilemma. Therefore, the author analyses the current situation and characteristics of customer relationship management in Haikou EaseNet Information Technology Company, exploring the small and micro enterprises operating difficulties` reasons, finally finding the way to solve the problem.Gounaris, etc, according to a study in the service industry, frontline employees who interact with consumers will affect customer satisfaction, and the overall perception of service quality and product of customer. To sum up, this study proposed from the perspective of customer consumption theory, by adopting the combination of quantitative analysis and qualitative analysis method, explore the frontline staff to provide services, customer satisfaction perception level relationship with the customer consumption behavior. By using the method of questionnaire and case interview, and questionnaire data after dealing with the SPSS, this study has found the following conclusions: Firstly, through regression on customer satisfaction and customer loyalty analysis found that customer satisfaction has a significant positive effect on customer loyalty;secondly, through the regression of employee satisfaction and customer satisfaction analysis found that employee satisfaction has significant positive effect on customer satisfaction; thirdly, employee satisfaction and customer loyalty through regression analysis found that employee satisfaction has a significant positive effect on customer loyalty.Through the classical case analysis of Haikou EaseNet Information Technology Company, founded that influenced factors of employee satisfaction in small and micro interprises. Analysis customers on the company's customer satisfaction, how caused by employee interactions satisfaction with customers; shows how the employee satisfaction and customer satisfaction influenced customer loyalty. At the end of the paper, puts forward a series of new business initiatives to improve Haikou EaseNet Information Technology Company's customer relationship management, so as to achieve the purpose of improving the small and micro interprises management situation.