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Exploring marketing and relationships in software SMEs A mixed methods approach

机译：探索软件中小企业的营销和关系混合方法

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Purpose - The aim of this article is to develop an understanding of marketing and customer relationships in software SMEs (small to medium-sized enterprises) using a mixed methods approach. Design/methodology/approach - The methodology combined qualitative research methods along with quantitative adaptive conjoint analysis (ACA). A software SME was investigated as a case study during the first stage of the investigation. In order to ascertain detailed customer perceptions and expectations of their software supplier, 16 semi-structured interviews were conducted with the software SME's customers. The interviews subsequently informed the ACA, which was chosen as an analytical tool to establish quantitative hierarchy of relevant attributes identified at the qualitative stage of the study. Findings - Marketing in software SMEs is dependant on effective relationships between the firm and its customers and these relationships should be based on providing a quality software solution, understanding the customer requirement and professionalism. Other marketing tactics that are used to improve customer perceived credibility include forming alliances and partnerships within the technology sector. Practical implications - Software SMEs should proactively develop relationships with prospective as well as current customers and strive for a balance between customer orientation and innovation by involving the customer throughout the development of the software solution. The study's pragmatic approach has provided applicable results due to insight into a management case complemented with industry expectation of software product and service delivery. Originality/value - This combination of methods has made it possible to explore marketing and customer relationships in the software industry from multiple viewpoints. Therefore, the findings contribute to the limited literature of marketing in software SMEs and customers' decision-making processes when purchasing software.
机译：目的-本文的目的是使用混合方法来发展对软件中小企业（中小型企业）的营销和客户关系的了解。设计/方法/方法-该方法结合了定性研究方法和定量自适应联合分析（ACA）。在调查的第一阶段，对一个软件SME进行了案例研究。为了确定详细的客户对软件供应商的看法和期望，对软件SME的客户进行了16次半结构化访谈。访谈随后告知了ACA，ACA被选作分析工具，以建立在研究定性阶段确定的相关属性的定量层次结构。调查结果-软件中小企业的营销取决于公司与其客户之间的有效关系，这些关系应基于提供优质软件解决方案，了解客户需求和专业知识的基础。用于提高客户感知信誉的其他营销策略包括在技术领域内建立联盟和合作伙伴关系。实际的意义-软件中小企业应该积极地与潜在客户和现有客户建立关系，并通过在整个软件解决方案开发过程中让客户参与来在客户导向和创新之间寻求平衡。这项研究的务实方法提供了可应用的结果，这是因为对管理案例的洞察力与业界对软件产品和服务交付的期望相辅相成。独创性/价值-这种方法的组合使从多个角度探索软件行业中的营销和客户关系成为可能。因此，这些发现有助于软件中小企业的市场营销文献和客户购买软件时的决策过程。

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