LANGEROVÁ, Adéla, Halina STARZYCZNÁ and Šárka ZAPLETALOVÁ. Using the Analytical Part of CRM in Small and Medium-Sized Enterprises in the Czech Republic. (Využití analytické části CRM v malých a středních podnicích v ČR). Central European Business Review. Praha, 2021, vol. 10, No 3, p. 67-89. ISSN 1805-4854. Available from: https://dx.doi.org/10.18267/j.cebr.262.
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Basic information
Original name Using the Analytical Part of CRM in Small and Medium-Sized Enterprises in the Czech Republic.
Name in Czech Využití analytické části CRM v malých a středních podnicích v ČR
Name (in English) Využití analytické části CRM v malých a středních podnicích v ČR
Authors LANGEROVÁ, Adéla (203 Czech Republic, guarantor, belonging to the institution), Halina STARZYCZNÁ (203 Czech Republic, belonging to the institution) and Šárka ZAPLETALOVÁ (203 Czech Republic, belonging to the institution).
Edition Central European Business Review, Praha, 2021, 1805-4854.
Other information
Original language Czech
Type of outcome Article in a journal
Field of Study 50204 Business and management
Country of publisher Czech Republic
Confidentiality degree is not subject to a state or trade secret
WWW URL
RIV identification code RIV/47813059:19520/21:A0000248
Organization unit School of Business Administration in Karvina
Doi http://dx.doi.org/10.18267/j.cebr.262.
Keywords (in Czech) CRM; architektura; analytická část; MSP
Keywords in English CRM; architecture; analytic part; SME´s
Tags International impact, Reviewed
Changed by Changed by: Miroslava Snopková, učo 43819. Changed: 11/4/2022 20:26.
Abstract
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.
Abstract (in English)
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.
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