CRM, SOCIAL NETWORKS AND SMALL AND MEDIUM ENTERPRISES. DOES IT ALL FIT TOGETHER?
CRM, SOCIAL NETWORKS AND SMALL AND MEDIUM ENTERPRISES. DOES IT ALL FIT TOGETHER?
Author(s): Kateřina Kantorová, Pavel Bachmann, Monika HrdinkováSubject(s): Social Sciences, National Economy, Business Economy / Management, Communication studies, Management and complex organizations, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: customer relationship management; Czech Republic; small and medium enterprise; social CRM; social networks;
Summary/Abstract: The original concept of customer relationship management as based on communication in the physical environment is gradually transforming into a new kind of marketing approach where contact through social networks and relationships within online communities predominate. This paper aims to increase knowledge of the use of customer relationship management and social customer relationship management practices in small and medium enterprises conducting their business in the Czech Republic. A sample of 308 respondents, primarily small and medium enterprises managers, employees and marketing specialists was collected using a questionnaire. The findings showed that organizations perceive digital marketing as more important than traditional marketing. About two-thirds of respondents consider customer relationship orientation to be very important; however, Social customer relationship management consider as “very important” about 15% of respondents. The comparison of findings to international studies and to larger corporations has brought some interesting knowledge.
Journal: Marketing Identity
- Issue Year: 3/2015
- Issue No: 1/1
- Page Range: 108-120
- Page Count: 13
- Language: English