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

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2019

Kód důvěrnosti údajů

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

Název statě ve sborníku

Decision Making for Small and Medium-Sized Enterprises

ISBN

9788075103390

ISSN

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e-ISSN

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Počet stran výsledku

10

Strana od-do

130-139

Název nakladatele

Slezská univerzita v Opavě. Obchodně podnikatelská fakulta v Karviné

Místo vydání

Karviná

Místo konání akce

Karviná

Datum konání akce

1. 1. 2019

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

000519107000016