Strategic part of CRM architecture in small and medium-sized enterprises in the Czech Republic

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F19%3AA0000053" target="_blank" >RIV/47813059:19520/19:A0000053 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Strategic part of CRM architecture in small and medium-sized enterprises in the Czech Republic
Original language description
The aim of this article is to evaluate the level of the strategic CRM part in small and medium-sized enterprises in the Moravian-Silesian region in Czech Republic. The strategic part is part of the CRM architecture. The starting point of this article is a theoretical review on the issue researched. Primary quantitative research was addressed to SMEs in the Moravian-Silesian region. Data has been divided by the size of enterprises in relative frequency. The level of strategic activities was divided according to modified PDCA method (Deming cycle). The highest level was achieved by SMEs in setting customer communication rules (78%) and strategy setting for individual loyal customers (76%). The lowest level was in the CRM strategy setting (64%). Research question and hypotheses have been identified and evaluated by a Pearson correlation coefficient. Formulated hypotheses were focused on the related enterprise size and selected strategic activities. The high correlation coefficient and the high significance correlation test confirmed a statistically significant dependence on most variables.
Czech name
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Czech description
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Publication year
2019
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Decision Making for Small and Medium-Sized Enterprises
ISBN
9788075103390
ISSN
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e-ISSN
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Number of pages
10
Pages from-to
130-139
Publisher name
Slezská univerzita v Opavě. Obchodně podnikatelská fakulta v Karviné
Place of publication
Karviná
Event location
Karviná
Event date
Jan 1, 2019
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
000519107000016

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