THE IMPACT OF CRM ON BUSINESS OR MSME PERFORMANCE: A LITERATURE REVIEW

This study aims to determine the effect of Customer Relationship Management (CRM) on Business Performance or SMEs. The research method uses a systematic literature review, the scientific article database is taken from Scopus Q1, Q2 and Q3 on Publish or Perish. The screening is carried out specifically for scientific articles. Using the keywords CRM and company performance (MSMEs), as well as scientific articles with a minimum number of citations Customer Relationship Management (CRM) has a positive relationship to company performance (MSMEs) both in terms of financial performance and non-financial performance.


Introduction
Good customer relationship management really needs to be done by companies in order to increase customer satisfaction in purchasing company products and can increase customer loyalty and company or MSME performance. In its development in this digital era, many companies use technology for technology in the practice of customer relationship management.
The use of customer relationship management (CRM) technology allows companies to capture, store, access, share, and analyze large amounts of customer data. The anticipated benefits of using CRM technology include increased customer loyalty, more effective marketing, improved customer service, and reduced costs through increased efficiency (Dalla Pozza, Goetz, & Sahut, 2018).
From the results of the literature review, it shows that the performance of companies with various dimensions, both financial and non-financial dimensions have a relationship with customer relationship management, where increasing the quality of customer relationship management can improve company performance.

Method a. Data collection
In data collection there are several research steps.

b. Article Identification
In the literature search through two phases, namely random and systematic. In a random search, articles were explored through academically recognized databases as we wanted to identify the most important keywords related to customer relationship management with SME. To identify relevant articles in databases and journals, we carefully searched articles by title, abstract, body text, and keywords. After completing a systematic search, we found 44 relevant articles.

c. Selection Assessment (screening)
Next we carried out an assessment to select articles, through a four-step stage where the last collection of articles could be extracted with the help of excel software and vos viewer: (1) deletion of the same article, (2) filtering of titles and abstracts, (3) filtering of full text , and (4) data extraction. From the selection, the authors found 27 articles. The stages in data collection can be presented in Figure  1.

Results And Discussion
From the results of data analysis, the authors group articles by category, so that it is easy to understand and explain the direction of research related to the topic of customer loyalty. The grouping based on several categories can be explained as follows:

Methodology Category and Research Type
In this category, it explains the research methodology related to the type of research in the selected articles. In table 1 it is explained that the type of research is divided into 2 (three) namely qualitative, there is 1 article and the type of quantitative research is 27 articles.  Source: author's compilation data (2022)

Data Analysis Category
From data analysis on scientific articles included in the discussion, we found that there were 4 groups of analytical tools used in the selected articles, including: Partial Least Square (PLS) and Structural Equation (SEM) a total of 22 articles, Descriptive Statistics there was 1 article, Regression Analysis 3 articles, Confirmatory Factor Analysis (CFA) and SEM there is 1 article. From table 2 below it can be concluded that the data analysis that is widely used is PLS and SEM analysis.

Types of Data Analysis
Author (  The effect of customer relationship management adoption in business-tobusiness markets CRM adoption has a significant positive effect on customer satisfaction and organizational performance in a B2B setting. CRM adoption was also found to significantly affect the organization's marketing performance

CRM Dimensions Table 4 Category Distribution of articles by CRM Dimension (n=27)
Source: author's compilation data (2022)

The Effect of CRM on Company Performance
From several studies, most of them show that CRM has a significant influence on company performance

Conclusion
Over the next few years, studies and research on Customer Relationship Management (Customer Relationship Management) are still being carried out. Because of the literature review, it can be seen that CRM has a positive relationship with company performance (MSMEs).
Many studies have been carried out quantitatively with various analyzes and with various dimensions of CRM as well as with dimensions of company performance.