Applying Customer Relationship Management in Central American SMEs---focus on Cultural Dimension

Abstract

當代世界是一個高度競爭的世界，為了在國際市場生存和興盛，企業必須回應機會，克服威脅。近年來中美洲逐漸被台灣企業認定為一個重要的潛在市場，同時顧客關係管理理論(CRM)亦被確認是企業提升競爭力的有效工具，但是兩者間的關係缺乏系統性的研究。據此，本研究之目的為：（1）了解中美洲中小企業經理的主要特質與協商模式。（2）透過Hofstede與Trompenaars的文化面向理論分析、區分中美洲中小企業經理。（3）使用上述資訊協助台灣中小企業深入了解中美洲中小企業的協商模式，以利未來發展成功的顧客關係管理策略。

研究資料經由研究者於2004年與2005年參與的中美洲貿易展進行直接觀察、針對中美洲中小企業經理進行深度訪談而來。為了避免過度簡單推論，各項資料以Hofstede與Trompenaars兩人的文化面向理論分析。因為這兩個理論可以讓經理明瞭顧客行為的傾向，以及在具有文化差異的不同國家進行生意的可能。透過Hofstede的文化面向理論，本研究發現中美洲中小企業經理傾向：（1）集體主義、（2）高度權力距離（階層）、（3）高度風險規避傾向、（4）柔性觀點、（5）短期傾向。而依據Trompenaars的理論，發現中美洲中小企業經理傾向：（1）特殊主義、（2）整合導向、（3）集體主義、（4）外部導向、（5）同步時間觀、（6）賦予地位、（7）階層結構。

本研究期望上述發現可以引導台灣中小企業，對於中美洲中小企業建立長期與有用的顧客關係。最後，本研究認為企業管理者必須體認與創造一個不同文化間的思考架構，承認我們居住在一個具有文化差異的世界，例如我們應該”尊重”異質性、嘗試”調和”文化差異。

Contemporary world is characterized by a high level of competition. To survive and prosper in a marketplace, enterprises must respond to opportunities and threats to conquer it. Despite a growing recognition of the importance of Central America market as a potential market and the usefulness of Customer Relationship Management (CRM) as a managing tool to improve enterprise competitive performance, there has been little systematic research on this area. The purpose of this research is to (1) to understand Central American SME managers’ main characteristics and negotiations patterns (2) To classify and categorize managers into cultural dimension developed by Hofstede and Trompenaars’s theories (3) To use this information to help Taiwanese SME to have a deep understanding of Central America SME negotiation patterns in order to develop a successful consumer relationship management (CRM) in the future. Research results were conclude by participation in Trade Exhibition in Central American, direct observation and in deep interview. The data was analyzed based on two main theories: Hofstede and Trompenaars Cultural dimensions in order to avoid any oversimplified explanation. Both approaches allow managers to understand customer behavior trend and to realize how to do business in a country culturally different from the one at home. Applying CRM in Central American SME based on Hofstede Cultural Dimension, this study finds that those managers tend to be more: (1) Collectivism, (2) Strong Power distance, (Hierarchy) (3) High trend to uncertainty avoidance (4) Feminine perspective and (5) Short term orientation. While following Trompenaars Cultural Dimension, Central American SME manager are characterized as high trend to: (1) Particularism (2) Diffuse culture (3) Communitarianism (4) Outer Directed (5) Synchronous and (6) Ascription (7) Hierarchical structure. It is expected that findings of this study will guide Taiwanese SME to establish long lasting and valuable customer relationship with Central American Small and Medium Enterprises. Finally, It is important to remember that managers must create an intercultural frame mindset and “Recognize” that we live in a world with cultural differences, for instance we should “Respect” this heterogeneity and should try to “Reconcile” cultural differences.