CRM for Sustainable Innovations in Small Business

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F19%3AA0000091" target="_blank" >RIV/47813059:19520/19:A0000091 - isvavai.cz</a>

Výsledek na webu

—

DOI - Digital Object Identifier

—

Jazyk výsledku

angličtina

Název v původním jazyce

CRM for Sustainable Innovations in Small Business

Popis výsledku v původním jazyce

This paper focuses on CRM (Customer Relationship Management) as one of the most important information systems in small businesses. Small business has a significant potential for CRM purchases. The reason is the implementation of an appropriate innovation to increase resilience to the crisis and unstable situations in global markets. The research motivation in this paper is to determine the recommended hierarchy of evaluation criteria for selecting the optimal CRM for marketers. The design of the solution is based on Saaty's method for determination of weights for selected evaluation criteria. The necessary comparison of the evaluation criteria in Saaty's matrix S was specified by an interview with a small business consultancy representative. The recommended hierarchy has four levels ranking from criteria such as brand mentions and campaign responses with top-weight to email templates, multi-channel touchpoints, and forecasting with bottom weight. This hierarchy works better than an intuitive approach because the evaluation criteria were compared according to current business and market conditions (preferences from the perspective of small business). There is an initial interest in brand mentions and estimated profit. However, low interest in email templates and forecasts shows difficulties in use, because email templates and forecasts are often intuitively preferred features of CRMs.

Název v anglickém jazyce

CRM for Sustainable Innovations in Small Business

Popis výsledku anglicky

This paper focuses on CRM (Customer Relationship Management) as one of the most important information systems in small businesses. Small business has a significant potential for CRM purchases. The reason is the implementation of an appropriate innovation to increase resilience to the crisis and unstable situations in global markets. The research motivation in this paper is to determine the recommended hierarchy of evaluation criteria for selecting the optimal CRM for marketers. The design of the solution is based on Saaty's method for determination of weights for selected evaluation criteria. The necessary comparison of the evaluation criteria in Saaty's matrix S was specified by an interview with a small business consultancy representative. The recommended hierarchy has four levels ranking from criteria such as brand mentions and campaign responses with top-weight to email templates, multi-channel touchpoints, and forecasting with bottom weight. This hierarchy works better than an intuitive approach because the evaluation criteria were compared according to current business and market conditions (preferences from the perspective of small business). There is an initial interest in brand mentions and estimated profit. However, low interest in email templates and forecasts shows difficulties in use, because email templates and forecasts are often intuitively preferred features of CRMs.

Druh

D - Stať ve sborníku

CEP obor

—

OECD FORD obor

10200 - Computer and information sciences

Projekt

—

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

Conference Proceedings the 34th IBIMA Conference on 13-14 November 2019 Madrid, Spain. (in print)

ISBN

9780999855133

ISSN

—

e-ISSN

—

Počet stran výsledku

998

Strana od-do

12458-12467

Název nakladatele

IBIMA

Místo vydání

USA

Místo konání akce

Madrid

Datum konání akce

1. 1. 2019

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

—