Using the Analytical Part of CRM in Small and Medium-Sized Enterprises in the Czech Republic.

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F21%3AA0000248" target="_blank" >RIV/47813059:19520/21:A0000248 - isvavai.cz</a>

Výsledek na webu

<a href="https://cebr.vse.cz/artkey/cbr-202103-0005_using-the-analytical-part-of-crm-in-small-and-medium-sized-enterprises-in-the-czech-republic.php" target="_blank" >https://cebr.vse.cz/artkey/cbr-202103-0005_using-the-analytical-part-of-crm-in-small-and-medium-sized-enterprises-in-the-czech-republic.php</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.18267/j.cebr.262." target="_blank" >10.18267/j.cebr.262.</a>

Jazyk výsledku

čeština

Název v původním jazyce

Using the Analytical Part of CRM in Small and Medium-Sized Enterprises in the Czech Republic.

Popis výsledku v původním jazyce

The article aims to evaluate the level of the analytical part of CRM in SMEs in Czechia and its impact on increasing the companies' profitability. In the empirical part, primary quantitative research was carried out. The subject of quantitative research was selected for analytical activities. The object of the research was SMEs in the Moravian-Silesian Region. The questionnaire survey was attended by 1 067 respondents. To evaluate the level of the utilisation of selected analytical activities, the PDCA method (Deming cycle), which is used to evaluate process quality, was modified. The choice of this method was inspired by the Anglo-Australian approach to the evaluation of relationship marketing based on quality management. The starting point for the application of the PDCA method was the mode. This article provides a different perspective on CRM level assessment. A research question addressed the level of analytical activities performed. This approach highlighted the highest level in the evaluation of sales, customer satisfaction analysis, and customer segmentation, which are basic marketing activities. CRM cannot work without these activities. The lowest level was reflected in customer churn prediction and in setting up a method of measuring customer loyalty. Building long-term relationships are the main CRM goal, which should contribute to improving the economic results of companies. Therefore, five hypotheses were formulated, expressing the relationship between the level of selected analytical activities and the increasing profitability of the companies. The hypotheses were verified by regression analysis. All analytical activities had an impact on the profitability of companies.

Název v anglickém jazyce

Využití analytické části CRM v malých a středních podnicích v ČR

Popis výsledku anglicky

The article aims to evaluate the level of the analytical part of CRM in SMEs in Czechia and its impact on increasing the companies' profitability. In the empirical part, primary quantitative research was carried out. The subject of quantitative research was selected for analytical activities. The object of the research was SMEs in the Moravian-Silesian Region. The questionnaire survey was attended by 1 067 respondents. To evaluate the level of the utilisation of selected analytical activities, the PDCA method (Deming cycle), which is used to evaluate process quality, was modified. The choice of this method was inspired by the Anglo-Australian approach to the evaluation of relationship marketing based on quality management. The starting point for the application of the PDCA method was the mode. This article provides a different perspective on CRM level assessment. A research question addressed the level of analytical activities performed. This approach highlighted the highest level in the evaluation of sales, customer satisfaction analysis, and customer segmentation, which are basic marketing activities. CRM cannot work without these activities. The lowest level was reflected in customer churn prediction and in setting up a method of measuring customer loyalty. Building long-term relationships are the main CRM goal, which should contribute to improving the economic results of companies. Therefore, five hypotheses were formulated, expressing the relationship between the level of selected analytical activities and the increasing profitability of the companies. The hypotheses were verified by regression analysis. All analytical activities had an impact on the profitability of companies.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2021

Kód důvěrnosti údajů

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

Název periodika

Central European Business Review

ISSN

1805-4854

e-ISSN

1805-4862

Svazek periodika

10

Číslo periodika v rámci svazku

3

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

23

Strana od-do

67-89

Kód UT WoS článku

—

EID výsledku v databázi Scopus

2-s2.0-85101082242