The Role of Customer Relationship Marketing in Improving SMEs Export Performance in Bali Province

This research was conducted constituted by the phenomenon of declining in export performance of SME industry in Bali and rapid development of information technology which could help SMEs to expand their market abroad (global market). Therefore, it is necessary to build a strategy for SMEs to target global market based on information technology which is Customer Relationship Marketing (CRM) in retaining customers to become loyal customers. The purpose of this study is to explain the role of CRM strategy based on IT Resources and Market Orientation in order to improve the export performance of SMEs in Bali. This study took place in all districts/ municipalities in Bali with a target population includes industrial stakeholders of SMEs that perform export activities. Based on Slovin’s formula, the number of samples taken was as many as 105 persons. Data analysis was using SEM analysis. The results showed that IT Resource positively and significantly affects export performance, as well as market orientation affects export performance positively and significantly. Furthermore, IT Resource positively and significantly impacts CRM strategy, as well as market orientation influences export performance positively and significantly, and CRM positively and significantly impacts export performance. The study implication contributes to exporters to strengthen their IT resource and improve their market orientation and build better CRM so that export performance continues to increase