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From customer orientation to social CRM. New insights from Central Europe

The result's identifiers

  • Result code in IS VaVaI

    <a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62690094%3A18450%2F16%3A50014619" target="_blank" >RIV/62690094:18450/16:50014619 - isvavai.cz</a>

  • Alternative codes found

    RIV/00216275:25410/16:39901965

  • Result on the web

    <a href="https://fes.upce.cz/sites/default/files/public/luva3059/luva3059-21208.pdf" target="_blank" >https://fes.upce.cz/sites/default/files/public/luva3059/luva3059-21208.pdf</a>

  • DOI - Digital Object Identifier

Alternative languages

  • Result language

    angličtina

  • Original language name

    From customer orientation to social CRM. New insights from Central Europe

  • Original language description

    In the context of the gradual virtualization of social relationships, the traditional form of relationship management has begun to change. Original concept of customer relationship management (CRM) based rather on face-To-face and offline communication in the physical environment is converting into social CRM (SCRM), where the contact through social networks and relationships within online communities. Therefore, the paper aims to analyse SCRM in medium and large businesses based on the primary research. Research sample (N=81) includes medium and large enterprises operating in the Czech Republic. The findings showed that sampled firms perceived the digital marketing as slightly more important than the traditional type of marketing. More than nine-Tenth of companies considered CRM to be a significant marketing tool for their own practice. Subsequently, SCRM was perceived as significant by approximately two-Thirds of respondents. Czech enterprises practice rather investigation of external online communities and contributing to them than building their own internal online community. Finally, the social sites are in this process used rather for short-Term communication with the customer than for the purpose of self-promotion or data mining. Furthermore, some differences were found in approach to digital marketing, CRM, and SCRM between consumer oriented and business oriented organizations.

  • Czech name

  • Czech description

Classification

  • Type

    J<sub>SC</sub> - Article in a specialist periodical, which is included in the SCOPUS database

  • CEP classification

  • OECD FORD branch

    50202 - Applied Economics, Econometrics

Result continuities

  • Project

  • Continuities

    N - Vyzkumna aktivita podporovana z neverejnych zdroju

Others

  • Publication year

    2016

  • Confidentiality

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

Data specific for result type

  • Name of the periodical

    Scientific papers of the University of Pardubice : series D

  • ISSN

    1211-555X

  • e-ISSN

  • Volume of the periodical

    23

  • Issue of the periodical within the volume

    36

  • Country of publishing house

    CZ - CZECH REPUBLIC

  • Number of pages

    13

  • Pages from-to

    29-41

  • UT code for WoS article

  • EID of the result in the Scopus database

    2-s2.0-85013472773