J 2017

THE LEVEL OF SELECTED CRM AREAS IN SMALL AND MEDIUM SIZED ENTERPRISES IN THE CZECH REPUBLIC

CHROMČÁKOVÁ, Adéla, Halina STARZYCZNÁ and Michal STOKLASA

Basic information

Original name

THE LEVEL OF SELECTED CRM AREAS IN SMALL AND MEDIUM SIZED ENTERPRISES IN THE CZECH REPUBLIC

Authors

CHROMČÁKOVÁ, Adéla (203 Czech Republic, belonging to the institution), Halina STARZYCZNÁ (203 Czech Republic, belonging to the institution) and Michal STOKLASA (203 Czech Republic, belonging to the institution)

Edition

Forum Scientiae Oeconomia, 2017, 2300-5947

Other information

Language

English

Type of outcome

Článek v odborném periodiku

Field of Study

50204 Business and management

Country of publisher

Poland

Confidentiality degree

není předmětem státního či obchodního tajemství

References:

RIV identification code

RIV/47813059:19520/17:00010878

Organization unit

School of Business Administration in Karvina

Keywords in English

CRM knowledge; level of contact; CRM processes; communication with customer
Změněno: 7/2/2020 10:57, RNDr. Daniel Jakubík

Abstract

V originále

This article aims to present selected CRM areas focused on people, their knowledge of CRM, communication with customers and activities in process of CRM in the Czech SMEs. Customer relationship management is not possible without these elements. 736 respondents were addressed. Awareness of CRM increases, the level of contact is changing in favour of a complete evaluation and creation of databases, which favors communication. Differentiated is carrying out tasks to ensure the CRM process. Some activities are carried out regularly, some occasionally. But there are many activities that SMEs do not carry out at all. SMEs prefer personal contact with customers over electronic. The latest research results are, if possible, compared with results from 2005, 2010, or 2012. Hypotheses testing confirmed the relationship between the SME size and CRM awareness in companies, customer contact levels and methods of customer contact. Growing CRM awareness and introducing CRM processes into the business system can make a significant contribution to improving the SME market position.