The Comparison of Customer Relationship Management (Crm) in Czech Small and Medium Enterprises According to Selected Characteristics in the Years 2015, 2010 and 2005

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F17%3A00010850" target="_blank" >RIV/47813059:19520/17:00010850 - isvavai.cz</a>

Result on the web

<a href="https://acta.mendelu.cz/65/5/1767/" target="_blank" >https://acta.mendelu.cz/65/5/1767/</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.11118/actaun201765051767" target="_blank" >10.11118/actaun201765051767</a>

Result language

angličtina

Original language name

The Comparison of Customer Relationship Management (Crm) in Czech Small and Medium Enterprises According to Selected Characteristics in the Years 2015, 2010 and 2005

Original language description

The aim of the article is to present the results of the research in 2005 and 2015, respectively 2010, in the field of Customer Relationship Management (CRM). The subject of the research is CRM knowledge, CRM definition preference, customer contact level, and CRM results. The object of the research are the SMEs in the Moravian-Silesian Region. A method of comparison of selected characteristics was used. Starting point is a brief theoretical discussion based on selected studies, including a brief genesis of research. Recent primary research using questionnaire survey addressed 736 respondents. Comparing the results of the research confirmed the growth of CRM skills between 2010 and 2015. In 2015, the first place in the preferences of the definition of CRM won the option A, meaning the creation of lasting relationships with customers, which delivers long-term value to both parties to the relationship. The share of respondents who voted for it, was higher than in 2005. To compare the level of contact with customers, 4 ways of contacting them were selected. Adverse developments showed up for the customer records, higher was its randomness, which was not expected. More sophisticated ways of contacting customers confirmed a positive change, though not very significant. The most important result in 2005 and 2015 was the increase in the number of loyal customers, which contributes to the growth of profitability. In the end of the article, hypothesis about the relationship of the size of SMEs and CRM knowledge is confirmed by using logistic regression, and premises are verified about the comparison of results in various years. It turns out that the CRM can be beneficial for SMEs, so it should be implemented in its management system.

Czech name

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Czech description

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Type

J_SC - Article in a specialist periodical, which is included in the SCOPUS database

CEP classification

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OECD FORD branch

50204 - Business and management

Project

—

Continuities

O - Projekt operacniho programu

Publication year

2017

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

ACTA UNIVERSITATIS AGRICULTURAE ET SILVICULTURAE MENDELIANAE BRUNENSIS

ISSN

2464-8310

e-ISSN

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Volume of the periodical

65

Issue of the periodical within the volume

5

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

11

Pages from-to

1767-1777

UT code for WoS article

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EID of the result in the Scopus database

2-s2.0-85042856513