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@inproceedings{33754, author = {Chromčáková, Adéla and Starzyczná, Halina}, address = {Karviná}, booktitle = {Decision Making for Small and Medium-Sized Enterprises}, keywords = {CRM; CRM architekture; PDCA; SMEs; strategic activities.}, howpublished = {tištěná verze "print"}, language = {eng}, location = {Karviná}, isbn = {978-80-7510-339-0}, pages = {130-139}, publisher = {Slezská univerzita v Opavě. Obchodně podnikatelská fakulta v Karviné}, title = {Strategic part of CRM architecture in small and medium-sized enterprises in the Czech Republic}, year = {2019} }
TY - JOUR ID - 33754 AU - Chromčáková, Adéla - Starzyczná, Halina PY - 2019 TI - Strategic part of CRM architecture in small and medium-sized enterprises in the Czech Republic PB - Slezská univerzita v Opavě. Obchodně podnikatelská fakulta v Karviné CY - Karviná SN - 9788075103390 KW - CRM KW - CRM architekture KW - PDCA KW - SMEs KW - strategic activities. N2 - 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. ER -
CHROMČÁKOVÁ, Adéla and Halina STARZYCZNÁ. Strategic part of CRM architecture in small and medium-sized enterprises in the Czech Republic. In \textit{Decision Making for Small and Medium-Sized Enterprises}. Karviná: Slezská univerzita v Opavě. Obchodně podnikatelská fakulta v Karviné, 2019, p.~130-139. ISBN~978-80-7510-339-0.
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