The purpose of this paper is to examine the use of customer relationship management (CRM) at the bottom of the pyramid (BOP).
Qualitative interaction research methodology using case studies was used to conduct the research on the application of CRM at the BOP.
The key findings show that at the BOP, CRM is a key strategic tool that can be used by firms and can be facilitated by firms' relationships and connections to consumers' social networks.
Replication of the study might be required in other BOP markets, to improve generalizability using larger samples.
The study provides managers with insights into the importance of CRM at the BOP and the need for proper planning and management in order for the concept to be effective.
This research expands knowledge in the area by extending the research context of the BOP to include Africa, and it proposes a framework that can be used for implementing CRM at the BOP.
